Research On Online Marketing Strategy Of Agricultural Products Of TY Company

With the rapid development of network technology,human society has fully entered into the era of digitalization,informatization,globalization and mobility,while people’s daily life,economic activities and social activities have been changed tremendously as well.The change in traditional concepts has led to the penetration of the Internet into all aspects of social and economic life.Network marketing is an extension of the traditional marketing in the Internet era.Faced with the emerging market with great potential,many companies are using the Internet for a variety of information services and expanding their business areas.For e-commerce companies,their marketing and management strategies have a decisive impact on their future development and market competition patterns and positioning.The companies’ network marketing strategy can even directly affect the sales and profitability and plays a vital role in the development of the company.With the continuous upgrading and optimization of network marketing and the standardization of China’s agricultural information construction,the marketing methods of agricultural products are also changing quietly,gradually integrating the network marketing with the traditional ones.TY,a special agricultural product company located in Gaoyou,Yangzhou,which mainly focuses on duck egg products,is also facing significant challenges and opportunities in the e-commerce marketing model of the agricultural products.This thesis has taken TY company as the research object,explained the research background and research significance,sorted out the relevant research on network marketing of agricultural products in domestic and overseas,introduced the related concepts of network marketing,network marketing of agricultural products and network marketing strategies,and used the 4C theory and analytical tools such as PEST analysis and Porter’s five forces model to lay a certain foundation for the research of the thesis.In this thesis,questionnaires,case studies and literature researches have been used to collect and organize relevant information by visiting TY and other local related companies and then comprehensively analyzed TY’s network marketing environment from the levels of macro environment,industry competition environment and its own resources and capabilities.By analyzing the macro and micro environment which TY is currently in,evaluating the advantages,disadvantages,opportunities and challenges faced by TY,and combining the results of the questionnaire survey,the following problems were found in TY’s existing network marketing strategies:low communication efficiency of customer service and lack of rural e-commerce professionals;low brand network awareness and inadequate use of online channels;single online products varieties and backward packaging;less advantage in price and no effective promotion;low online convenience and high loss of potential customers,etc.After summarizing the main problems in TY’s existing network marketing strategies,we identified the causes of the problems:such as insufficient construction of customer service team and large shortage of professional talents;lack of establishing online brand awareness and insufficient attention paid on online promotion channels;poor grasp of consumer demands and no personalized and customized services for packaging;imprecise pricing strategy and insufficient promotion;limited online sales channels and platforms.On the basis of the above analysis,this thesis optimized the network marketing strategies for TY’s agricultural products:firstly,in terms of consumers,TY need to enrich the product varieties of online platforms,optimize online product packaging design and increase online promotion efforts;secondly,in terms of communication,TY should strengthen the construction of marketing teams,enhance brand image,reinforce online promotion communications and improve communication service quality;thirdly,in terms of convenience,TY ought to increase and improve marketing channels,enhance customers’convenience experience,use Internet big data to build a network publicity system and reinforce the construction of WeChat marketing channels;fourthly,in terms of cost,TY must find ways to reasonably reduce product prices,make full use of the sharing advantages of the Internet to decrease consumer costs and logistics waiting costs.At the same time,in order to ensure the smooth implementation of the strategies,this thesis also put forward the corresponding safeguards measures from the aspect of technology,talent,system and culture.It provided feasible suggestions for TY to improve its market competitiveness to increase its product sales and also hopes to provide certain reference for the growth and development of the same type of agricultural products companies.