Research On Marketing Strategy Of Buy Together Agricultural Products

Since The General Office of the State Council put forward the development of rural e-commerce in the Opinions on Vigorously Developing E-commerce and Accelerating the Cultivation of New Economic Power in 2015,China’s agricultural e-commerce has achieved rapid development.From the logistics solution of the last kilometer to the logistics construction of the origin of the first kilometer,the online supply chain of agricultural products sales has been developed and mature.However,the quality,speed and efficiency of supply chain are still in low level operation.With the increase of residents’ income,the disadvantages of the existing supply chain of agricultural products are becoming more and more obvious,which can no longer meet the increasing demand of online agricultural products market.In 2020,under the influence of domestic and foreign environment,the central Government proposed to build a "new development pattern with the major domestic cycle as the main body and the domestic and international double cycle mutually reinforcing".At the same time,the report of the 19 th CPC National Congress put forward the implementation of the rural revitalization strategy to further solve the problems of agriculture,rural areas and farmers.Whether it is the national economic development policy,agricultural and rural strategic planning or market development trend,it puts forward urgent needs to build a modernized and digital agricultural supply chain.Buy Together has rapidly grown into the no.1 agricultural products sales platform in China by relying on direct sales model.However,with the peak of demographic dividend,Buy Together has also entered a development bottleneck.In addition,Buy Together’s reputation of "cheap and low quality" due to product quality problems has also exerted a negative influence on the image of Buy Together platform.Buy Together urgently needs to strengthen its core competitiveness and shape its corporate brand image of "low price but not low quality" by digging into the rural industrial chain and creating an efficient supply chain of agricultural products.This paper takes Buy Together as the research object,and on the basis of summarizing and summarizing the literature related to agricultural product marketing,Using the enterprise core competitiveness theory,transaction cost theory and brand core value theory,Buy Together’s macroeconomic environment is analyzed from four aspects: politics,economy,society and technology.And according to Buy Together agricultural products market positioning and development goals,the external conditions of Buy Together marketing strategy transformation are discussed.Secondly,using questionnaires and statistical analysis,Conduct an in-depth investigation on consumers’ satisfaction with Buy Together’s purchase of agricultural products.The problems existing in the marketing of Buy Together agricultural products are analyzed in detail from the aspects of origin,logistics,sales channels and quality supervision.It is pointed out that Buy Together agricultural products marketing has four problems: lack of producing area management organization and backward production concept,loopholes in quality supervision and difficult quality assurance,backward logistics system,low express efficiency and high transportation cost,lack of convenient and efficient sales channels.Finally,4Cs method is adopted to analyze the marketing strategy of Buy Together,Spell is put forward a lot of enterprise core competitiveness under the new situation should be a simple "low" to "cheap but not low-quality" change of direction,customer orientation from price-sensitive added to the middle-income and low-income people on average incomes,as well as the enterprise development direction from the raised platform user registrations to increase customer stickiness and optimize the integration of agricultural industrial chain of countermeasures and Suggestions.This paper provides feasible suggestions and strategies for Buy Together to further reduce production costs,improve product quality and enter the mainstream market by providing a modern agricultural supply chain from the production end to the transportation end and then to the sales end.Also for the domestic other brands of agricultural products marketing strategy to provide valuable reference and reference.