Research On Marketing Strategy Optimization Of Agricultural Products E-Commerce Enterprises—Taking G Company As An Example

The implementation of the rural revitalization strategy has provided unprecedented policy dividends and development opportunities for promoting the development of agricultural products e-commerce.The vast rural areas have ushered in a revolution in technology and business.The development of commercial enterprises is also gradually standardized,branded,and large-scale,which provides an important guarantee for the realization of the rural revitalization strategy and the development of the rural economy.Based on the background of rural revitalization,this paper takes the marketing strategy of agricultural products e-commerce as the research object,and takes G company in Gaoyou City as an example,using marketing theory to summarize and analyze the company’s current e-commerce marketing strategies and propose optimization measures.Company G is a Gaoyou local e-commerce enterprise established in 2010.Authorized by the relevant departments of Gaoyou Municipal Government,it has successively become the No.1 Store Chinese Specialty Gaoyou Museum,Jingdong Mall Chinese Specialty Gaoyou Museum,Suning.com Chinese Specialty Museum,Dangdang Gaoyou Specialty Products The operator of the pavilion has realized the integration of the four pavilions and has become a very representative local e-commerce enterprise in Gaoyou City.This paper adopts the methods of combining theoretical research and investigation research,normative analysis and empirical analysis,qualitative analysis and quantitative analysis,and uses the relevant marketing theory to analyze the marketing status of G company’s agricultural products e-commerce,and to G company’s market.The marketing system is analyzed from four aspects:product,channel,price and promotion.Based on the market positioning of G company,it summarizes the existing problems and finds out the factors that restrict its development:market positioning needs to be clarified,brand building needs to be improved,teamwork needs to be improved.The construction needs to be strengthened,and corresponding strategy optimization suggestions are put forward.Through the research,the following optimization suggestions are put forward for the e-commerce marketing strategy of G company’s agricultural products:in terms of product strategy,the first is to improve the quality of product selection,the second is to do a good job in classified marketing,and the third is to strengthen brand building.In terms of price strategy,one is to refine the pricing system,and the other is to set a dynamic price strategy.In terms of marketing channels,the first is to deepen multi-channel cooperation,and the second is to explore and develop self-operated channels.In terms of promotion strategies,the first is to strengthen online and offline interactions,and the second is to strengthen government-enterprise cooperation.At the same time,it puts forward safeguard measures to build an efficient organizational team,recruit e-commerce talents,and strengthen the construction of information network facilities.