Research On Marketing Strategy Of W Fruit E-commerce Company

In recent years,with the continuous development of China’s economy and the continuous improvement of residents’ consumption level,the proportion of ecological,organic and green fruits in People’s Daily consumption structure is getting higher and higher.In addition to block chain,Internet of things,big data and other technologies,the development momentum of fresh electricity is rapid.However,we should also see the hidden worries behind the halo:low level of industry standardization,frequent product quality problems,incomplete supply chain,etc.This topic selected case studies for W fruit electricity company,the company relies on shandong yantai apple producing area of city,the hometown of big cherry advantages quickly become bigger and stronger,fresh areas stand out in the fierce battle,but in the growth stage of W company is faced with fierce competition and development bottleneck,how to play their own advantages,optimizing the marketing strategy,further influence,win the market promotion company’s overall benefit is the purpose and significance of this study.Firstly,this paper discusses the research background,purpose and significance,as well as the research status at home and abroad.Then,by combining the theory with the company’s actual situation,this paper analyzes the market environment of W company and the existing problems in the current marketing from the macro and micro dimensions and analyzes the causes in depth.Next,in line with the principle of being objective and realistic,the fruit market was fully segmented,the target market and market positioning of W company were determined,and the marketing strategy scheme suitable for the current situation of W company was designed and the corresponding measures to guarantee the implementation were put forward.In the study of W company,aiming at the problems and shortcomings existing in the current marketing situation,this paper designed more reasonable plans,optimized the company’s marketing strategy,and clarified the future development direction.With the continuous upgrading of consumption and the advent of the era of new retail,Chinese consumers into the 2020 s,its huge potential market consumption will continue to surprise,fresh fruit demand will rise year by year,the future W companies still need to dig their own advantages in deep,standardization of product standards,layout offline experience store exploration efforts in many aspects,to provide consumers with high-quality fruit,create first-class raw electricity company.The scheme design of this paper is more practical and operable,which lays a foundation for the transformation and upgrading of W company,and also has important guiding significance for other fresh e-commerce enterprises in marketing.