| Gucheng Lake crab,as a traditional characteristic agricultural product protected by geographical indications certified by Gaochun state,is known as "the crown of crabs".Gaochun district government attaches great importance to the development of Gucheng Lake crab industry.Facing the increasingly fierce market competition of major hairy crab brands in Jiangsu Province and the continuous development of e-commerce model,the traditional offline marketing mode of Gucheng Lake crab can no longer meet its needs.With the assistance of Gucheng Lake crab well-known leading enterprises,Gaochun district government,District Agricultural Bureau and Gaochun E-Commerce Association,Gucheng Lake crab retailers,individual industrial and commercial households and crab farmers have turned to online marketing and started online marketing with the help of C2C e-commerce platform.Due to the late start of C2C e-commerce and the lack of certain online marketing experience,there are certain difficulties in marketing practice.Therefore,the positive significance of studying Gucheng Lake crab C2C mode online marketing is self-evident.Taking Gucheng Lake crab C2C network marketing model as the research object,this paper studies its network marketing strategy by using literature research method,questionnaire survey method and empirical analysis method.Firstly,it combs the research of agricultural products online marketing at home and abroad,and defines the concepts and theories used in the article.Secondly,using the method of field visit and questionnaire survey,we know that there are still some problems in Gucheng Lake crab C2C model network marketing.Thirdly,through the analysis of the macro and micro as well as the internal advantages and disadvantages of Gucheng Lake crab online marketing under the C2C mode,the appropriate marketing countermeasures are formulated according to the environmental analysis results.Then,through the questionnaire survey,this paper studies the factors affecting consumers’ purchase intention from the consumer level,and comes to the conclusion that ensuring the high quality of Gucheng Lake crab,improving the brand popularity of Gucheng Lake crab,improving the cost performance of Gucheng Lake crab,improving the service quality of C2C merchants,designing unique C2C online store pages and improving the credit of C2C merchants can significantly improve consumers’ purchase intention.Finally,according to the analysis results,formulate and strengthen the standardization of crabs in Gucheng Lake to ensure the freshness of crabs in Gucheng Lake;Improve the product traceability system to ensure the good quality of Gucheng Lake crabs;Build Gucheng Lake crab brand culture and story,and improve the depth of brand awareness;Multi subject and multi platform promotion to improve the popularity of Gucheng Lake crab brand;Gucheng Lake crab grading pricing to meet the needs of different consumers;Appropriate price adjustment to benefit consumers and ensure cost-effective advantages;Design the exclusive Gucheng Lake crab online store logo to improve consumer recognition;Enrich the home page of Gucheng Lake crab store and improve the attractiveness of the store page;Cultivate customer service concept and ensure the sales service quality of C2C merchants;Strengthen cooperation with logistics companies to improve the quality of logistics distribution services;Ensure the authenticity of Gucheng Lake crab sales information;Improve the security of online payment;Strengthen C2C platform supervision and punishment;Combination of multiple network platforms and integrated marketing;Live + e-commerce to broaden marketing channels and other specific marketing strategies,in order to provide a useful reference for Gucheng Lake crab C2C mode network marketing strategy. |
