Research On Network Marketing Strategy Of Chestnut In Qianxi County Of Hebei Province

With the rapid development and wide application of Internet technology,the traditional agricultural product marketing model has been more closely linked with the Internet,providing more convenience and better opportunities for agricultural product sales across the country.At the same time,it also shows that the use of the Internet to sell agricultural products has become the best way out for the current industrial development.In this context,Qianxi chestnut,as a well-known agricultural product brand in Hebei Province,is deeply loved by consumers at home and abroad due to its superior quality,soft and glutinous taste,diverse nutritional value and extremely high cost performance.However,from the perspective of the existing network marketing of Qianxi Chestnut in Hebei,there are still some problems that need to be solved and optimized.After consulting a large number of domestic and foreign literatures on agricultural product network marketing,this paper takes 4P theory,direct marketing theory,integrated marketing theory and relationship marketing theory as the theoretical basis.Through the questionnaire survey,the network marketing situation of Qianxi chestnut was investigated.Through the investigation,it was found that Qianxi County has a complete agricultural policy,advanced Internet technology,a good product brand foundation,and various safeguards.Western chestnut has performed well in all aspects of planting history,environment,variety,technology,scale and production and processing,creating a good industrial environment for Qianxi chestnut,but the questionnaire also reflects the existence of Qianxi chestnut in network marketing.problems,such as weak online product competitiveness,rigid online pricing methods,insufficient online channel construction and lack of diversity in online promotion forms.In view of these problems existing in Qianxi chestnut in network marketing,this paper proposes to use multi-channel standardization to improve network popularity,enrich product categories with consumer demand as the core,and design personalized product packaging to enhance the market competitiveness of online products;design Diverse and differentiated pricing methods to establish a flexible online pricing system;to promote channel construction in all aspects by expanding the role of new media channels and strengthening third-party management;using new media platforms to launch innovative and interactive advertisements and enrich promotional activities to implement a variety of promotional forms.The optimization of the above strategies will provide assistance for Qianxi Chestnut to further improve the overall level of online marketing,and is of great significance to enhance the market competitiveness of Qianxi Chestnut in the online marketing environment.