Research On Digital Marketing Strategy Of Hebei Province Characteristic Agricultural Products Based On Consumer Behavior

In recent years,the rapid development of information technologies such as mobile Internet,cloud computing,big data and artificial intelligence has accelerated the whole society into the digital age.The digital age of agriculture has also arrived.As a major agricultural province,featured agricultural products are an important part of the county economy of Hebei Province.Hebei Province supports the development of featured agricultural products through a series of policies.Due to the regional characteristics of featured agricultural products and the change of consumer behavior,the traditional sales methods cannot adapt to the development of the current internal and external environment,which leads to the narrow market of featured agricultural products in Hebei Province and the lack of competitive advantages.Digital marketing is an inevitable choice to improve the competitiveness of featured agricultural products.In the era of marketing 4.0,consumers become the main body of marketing,and the essence of digital marketing is to realize the value co-creation between consumers and operators.Therefore,the key to digital marketing of featured agricultural products lies in mastering the consumer behavior process in the digital age,and putting forward digital marketing strategies with consumer as the research focus.Based on the background of the digital age with consumers as the main body,this paper explores the formulation of digital marketing strategies from the perspective of consumer behavior.Firstly,the paper analyzes the current situation of digital marketing of featured agricultural products in Hebei Province and concludes the strategic direction.Secondly,combined with the appropriate consumer behavior SIPS model in the era of digital marketing,the paper conducts a survey of consumers in Hebei Province and summarizes marketing problems and causes.The conclusion shows that the featured agricultural products of Hebei Province occupy a large proportion in the county economy.However,as the marketing method is still dominated by traditional marketing,the effectiveness of Internet big data is not brought into play.There are some practical problems such as low product influence,low network publicity and unsound online channels.AHP was used to comprehensively analyze the influencing factors of digital marketing of featured agricultural products in Hebei Province,and it was concluded that the weight of product functional value,platform perceived risk and other factors ranked top.Thirdly,this paper uses the case analysis method to carry out a case analysis of the typical agricultural products in Hebei Province,analyzes the problem with the stage of consumer behavior as the guidance,takes the theory of digital marketing 4.0 as the strategic framework,and puts forward targeted digital marketing strategies for the case.Finally,this paper returns to the overall perspective,takes the strategic goal as the guidance,based on the idea of case analysis,constructs the three-level strategy structure of consumers,marketing subjects and digital marketing platform,and puts forward the strategy of focusing on product quality and digging deep brand culture in the resonance stage.In the confirmation stage,it is proposed to improve the digital marketing front-end analysis system,broaden the communication channel and IP marketing strategy;Put forward experiential marketing,live marketing and other strategies in the participation stage;In the stage of sharing diffusion,we adopt word-of-mouth marketing to arouse a new round of resonance and other strategies.Innovations of this paper:(1)Analyze the specific behavior problems of consumers of Hebei featured agricultural products at each stage with the adapted consumer behavior SIPS model in the digital era,develop marketing strategies based on the theoretical framework of marketing 4.0,apply the research ideas to develop digital marketing strategies for typical cases in Hebei Province,and develop marketing strategies from individual cases to provinces.To realize the unity of particularity and universality,and make the strategy formulation more creative and logical;(2)Using analytic hierarchy Process(AHP),in addition to conventional external indicators,based on the consumer behavior model to build indicators of product resonance,publicity confirmation,channel participation and other levels,the analysis of influencing factors of digital marketing is more comprehensive.