Research On The Marketing Strategy Of A Company’s Cold Chain Fresh Food E-commerce Platform

The continuous progress of information technology has brought opportunities for the development of many industries,such as the application of information technology in the sale of fresh agricultural products,various kinds of fresh e-commerce,fresh agricultural product sales platforms and so on.However,the continuous development of e-commerce also makes fresh agricultural products face greater market competition.At present,there are more than 2000 large and medium-sized e-commerce enterprises in China,of which only 3% can make profits,while most of the e-commerce enterprises that focus on fresh agricultural products are still in deficit.Therefore,it can be seen that the development of the fresh food e-commerce enterprises is facing great challenges,and how to increase the revenue of the fresh food e-commerce platform from the perspective of profitability is the key issue at present,so it is of great significance to study the marketing strategy of the fresh food e-commerce platform.This thesis first analyzes the purchase behavior of consumers in the e-commerce environment,and on this basis,studies the relevant issues of the development of fresh e-commerce platform,and introduces the theme of this study.Then,the second part of the article introduces the relevant concepts involved in this article,such as fresh agricultural products,e-commerce,personalized marketing,big data,etc.,and introduces the marketing theory involved in this article,which provides a theoretical basis for the following research.Then,taking the cold chain fresh food platform of Company A as an example,this thesis conducts research on the external macro environment and internal business environment faced by the platform’s operation,and analyzes the behavior mode of consumers on its fresh food platform in combination with research,and applies the joint analysis method to evaluate the horizontal utility value and importance value of consumer attributes to study the importance of each attribute.Then,it analyzed the influencing factors in the marketing of the fresh food e-commerce platform of Company A,and studied the problems in the formulation of its marketing strategy based on various dimensions of the 4P marketing theory.Then,based on consumer preference data,combined with big data technology and 4P theory,targeted optimization strategies were proposed for Company A’s cold chain fresh food platform from product,price,channel,promotion and other aspects.The research of this thesis can provide specific suggestions and specific executable strategies on product strategy,price strategy,channel strategy,promotion strategy for the development of A company’s fresh e-commerce platform.Through the application of big data technology,we can optimize user needs in terms of products,prices,channels,promotions,etc.,improve the accuracy of marketing,improve user satisfaction,improve product sales,and shape the brand image of A’s fresh e-commerce agricultural product platform.In a word,combining big data technology can reduce Company A’s investment in the formulation and implementation of relevant marketing strategies,improve the marketing effect,and provide a solid foundation for Company A’s development in the fresh agricultural product market.