Research On Dynamic Mechanism & Upgrade Strategy Of Marketing Performance Of Agricultural Products In E-commerce Platform

Today’s society has fully entered the digital era,a new generation of information and communication technology has been popularized,digitalization has become an important information tool of the contemporary era,and the digitalization process of China’s agricultural product market has also been deepened.At the same time,the pandemic has accelerated the digitalization of agricultural markets.Changes in consumer behavior in the context of digitalization have driven changes in marketing methods,but the nature of rewarding by creating value for customers has not changed.The main way of marketing agricultural products in the context of digitalization is the main way of marketing on e-commerce platforms,and most agricultural products have poor marketing performance on e-commerce platforms,and the essential logic of the success of agricultural products in e-commerce platform marketing has not been understood.This study focuses on the systematic logic of the causes of agricultural products marketing performance on e-commerce platforms,and proposes strategies for improving the marketing performance of agricultural products on e-commerce platforms.It has positive practical significance for solving the root cause of the lack of marketing of agricultural products on e-commerce platforms,and enriches the theories and methods in the field of marketing performance and systematic marketing decision-making theories and methods including agricultural products,which has strong theoretical value.This paper adopts the combination of multi-case study method and system dynamics to provide theoretical support for solving the problem of weak marketing of agricultural products on e-commerce platforms.Firstly,taking operating income as the logical starting point,the logic of "marketing strategy-customer behavior-marketing performance" is proposed,the cases of marketing of agricultural products in three agricultural product enterprises are analyzed,the marketing performance growth logical models of the three cases are extracted respectively,and the common points and differences are compared,and the growth logic model of the marketing performance of agricultural products on e-commerce platforms that is generally applicable is summarized.Secondly,a systematic dynamic model of the marketing performance of agricultural products on the e-commerce platform is constructed,and a simulation experiment is carried out on the Tmall platform of Fugang Food,and the impact of different marketing strategies on the number of customers,operating income and profit change trend is analyzed,and the dynamic growth mechanism of the marketing performance of agricultural products on the e-commerce platform is obtained.Finally,based on the results and mechanism of simulation analysis,the strategies for improving the marketing performance of agricultural products on e-commerce platforms are proposed,and relevant strategies to improve marketing performance are proposed from the aspects of "drainage" measures,"conversion" measures and improving customer satisfaction.The innovation of this paper lies in the use of multiple case studies and system dynamics to explore the dynamic growth mechanism of agricultural products in e-commerce platform marketing performance.At the same time,according to the causal diagram obtained by case analysis,the growth model of the marketing performance of agricultural products on e-commerce platforms is constructed.