Tangquan Farm Fresh Agricultural Products Community Group Purchase Channels Construction Research

With the popularity of social "we media" platforms and the formation of people’s online shopping habits,more and more people begin to buy fresh agricultural products through community group buying,which can directly connect the origin and end consumers,reduce circulation links and circulation costs,so as to achieve a win-win situation between fresh agricultural products operators and end consumers.For producers of fresh agricultural products,expanding community group-buying marketing channels is conducive to promoting the double growth of product sales scale and profit.This paper takes Tangquan Farm as the research object,studies the construction of community group-buying marketing channel of this agricultural enterprise,and takes this as an example to provide reference for agricultural enterprises to establish community group-buying marketing channel.Through literature research,case analysis,questionnaire and other methods,this paper analyzes the shortcomings of Tangquan Farm’s traditional marketing channels for fresh agricultural products.On this basis,it combines the characteristics of community group buying marketing channels and points out the necessity of building community group buying marketing channels.Then,based on the 4P and 4R marketing mix theories,Put forward the idea and the concrete path of establishing the marketing channel of community group purchase.Specific findings are as follows:(1)There are some problems in the traditional marketing channels of fresh agricultural products of Tangquan Farm,which are mainly manifested in the following aspects:asymmetry between supply and demand,lack of brand effect,high circulation cost and low circulation efficiency in the traditional marketing channels,which requires Tangquan Farm to further develop marketing channels.(2)Tangquan Farm develops community group buying,which plays a positive role in the circulation of fresh agricultural products.Through community group buying channels,it shortens supply chain and improves management efficiency,gives better play to the farm’s advantages in product quality and product cost control,improves product sales volume and gross profit margin,and thus gains an advantage in market competition.(3)Construction path of community group-buying marketing channel for Tangquan Farm.Determine the market segmentation,market selection and market positioning of Tangquan Farm community group buying,and determine the two construction paths to realize the sales of bulk and pre-packaged fresh agricultural products by cooperating with large community group buying platforms or with small and medium-sized community group buying shopping groups.This paper analyzes the suggestions of promoting the marketing channels of community group buying from four aspects:market developmentThe construction of group purchase marketing channels in Tangquan Farm community can effectively solve the problems existing in product marketing.Therefore,in practice,Tangquan Farm first needs to clarify the strategic positioning of community group-buying marketing channels,and cooperate with large community group-buying platforms or small and medium-sized community group-buying shopping groups to achieve the sales of bulk and pre-packaged fresh agricultural products.Secondly,Tangquan Farm needs to find the target customers of the community group-buying marketing channel and launch high-quality products to achieve precision marketing.Finally,according to the 4P and 4R marketing mix strategies,Tangquan Farm needs to solve the problems of low efficiency and weak control ability of its circulation channels,and promote the landing of farm community group buying marketing channels from the four aspects of market development,timely response,relationship marketing and profit guarantee strategies.strategy,timely response strategy,relationship marketing strategy and profit guarantee strategy.