Research On Internet Marketing Strategy Of GL Food Co., Ltd

Nowadays,an increasing number of enterprises in the agricultural product processing industry are actively adapting to the changes in the market,and exploring the transformation from the traditional marketing model to the "traditional + network" marketing model,in order to achieve longer-term development.The research object of this thesis was GL Foods Co.,Ltd.,a small agricultural product processing enterprise specializing in blueberry planting,processing,and sales,and how to enhance the company’s competitive advantage through network marketing has become the key to its survival and development at the current stage.By studying and sorting out relevant literatures both at home and abroad,the paper elaborated research progress in e-marketing of agricultural products throughout the world.It concluded that existing researches on a certain region or enterprise were quite rare.Due to the difference in market environment in different countries and regions and the constant development of network technologies,it’s improper to copy completely existing theories and strategies to a certain enterprise.In view of this,the paper,by using marketing theories and relevant tools,studied the e-marketing of GL,a company devoted to food industry.This way,it expects to allow the company and other Chinese small and medium-sized agricultural product processing enterprises access to more effective and practical network marketing strategies.At first the paper made on-site investigations into existing marketing conditions of GL and gathered relevant information of the company.And questionnaire surveys were designed based on4 P theory,in an effort to dig into problems with existing marketing strategies of the company and the underlying reasons.It was found that the company failed to gain deep insight into market demands and had no clear idea of the real demands and expectations of consumers.As a result,conventional marketing was typical of its marketing strategy,which came as obstacles to business development of the company.Then,with the application of PEST analysis and five forces model,marketing environment of the company was explored.Besides,its development orientation was made clear through SWOT analysis.Finally,with the application of STP theory,e-marketing positioning of the company was reestablished in line with aforesaid investigations and analysis,its underlying problems,advantages and strategies.Based on the 4P theory,practical and targeted e-marketing strategies were proposed as follows: the development of new products,optimization of packaging design of products sold online,the application of demand-oriented pricing,the integration of online and offline marketing channels,online advertising campaign and the likes.What’s more,supporting measures were proposed to guarantee the marketing strategies could be put in accurate practice.GL Foods Co.,Ltd.is a microcosm of small and medium-sized enterprises in the agricultural product processing industry.This thesis took GL Foods Co.,Ltd.as the research object,and proposed a set of Internet marketing strategies and safeguards suitable for the company,providing guidance for the introduction of network marketing concepts and specific measures,as well as reference ideas for the network marketing activities of other similar domestic enterprises.