Research On The Marketing Strategy Of Of AB Company’s Probiotics Products Online Platform

In probiotics industry,the global probiotics market has a stable growth rate of about 10-15%.China started late,maintaining an average of 17%.In today’s society,consumers’ consumption patterns and shopping concepts have changed a lot due to the Online shopping.In the past,people went to supermarkets.Now they go shopping online.The sales strategy of the company can no longer follow the online customers.Enterprises must embrace changes and focus on online customers’ purchase habits.Or they may be refused by the times.This article studies the purchase behavior of consumers on the online platform of AB Probiotics,and proposes a marketing strategy optimization plan for the current problems.First use PEST tool to analyze the international market of probiotics.Then use SWOT to analyze the internal and external environment of AB.Through online platform consumer data analysis,combined with reference literature,use functional feeling,product image,brand reputation and price as independent variables.Taking purchase intention as an intermediate variable,consumption perception inhibition as a moderating variable,and the dependent variable is buying behavior,analyzed by UTAUT model.Discussed the influence degree of these perceived value factors of online platform consumers in different stages of cognition,choice,and trial.Using the 4P theory,put forward strategies such as products,prices,channels,and promotions,and analyze the improvement strategies of online platforms to ensure the implementation.This article proposes an improvement strategy for the marketing goal of AB company to increase sales and increase market share,allowing companies to formulate corresponding online platform improvement and optimization programs in today’s complicated market environment.