Research On Marketing Strategy Of Community Group-buying Platform Of J Yigou

At present,with the application of "new retail" mode of fresh e-commerce,in the combination and integration of "people,goods,field" elements and "Stock-sell-storage" link in practice,led the circulation and trading of agricultural products in the new trend,showing a high conversion rate and strong universality of development.However,in the current market size and competitive environment,the subsidy bidding of the new retail enterprise platform,the application model is not mature enough,the practical problems in the marketing process,the stability of capital chain and supply chain,etc.,are also increasingly affecting and challenging the survival and development of the e-commerce enterprise.The research object of this paper based on the "J Yigou" community as the research object,this paper introduces the transformation background and business overview of its new retail business,analyzes the current situation of platform marketing,and distinguishes the main problems existing in the current platform marketing through the method of market survey,which provides the necessity and key direction for the development of platform marketing strategy.Next,the SWOT analysis method is used to analyze the platform marketing environment,and the advantages,disadvantages,opportunities and threats of the platform are clearly identified,which provides an environmental analysis basis for marketing strategy formulation.Considering the environmental impact,STP and 4P marketing theory are used to construct the system framework of platform marketing strategy,market segmentation standard,target customer selection and market positioning are proposed,and the specific composition of product strategy,price strategy,channel strategy and promotion strategy is elaborated.Finally,suggestions and feasible schemes for strategy formulation and implementation are formed from the following five aspects:employee ideology,enterprise organization and management,operation system and process,human resource support and information construction support.The research conclusions of this paper provide strategic support for the improvement of marketing status of J Yigou platform,help the platform to enhance the core competitiveness of the enterprise,and provide corresponding reference for marketing decision-making for the business development of other e-commerce platforms of the same type.