Research On C-end Marketing Strategy Of Fresh Products Of Y E-commerce Compan

Since the nineties of the 20 th century,with the rapid development of the Internet and other IT,enterprises have been given unprecedented opportunities and unlimited innovation possibilities.With the development of computer technology,a new type of business model is receiving more and more attention.However,the profit level of the fresh e-commerce industry under the large investment is still not high,many are in a loss-making state,How to optimize the marketing strategy of fresh food e-commerce online sales and enhance the profitability of enterprises is a problem worth exploring in the current situation.Y E-commerce Company is a company mainly engaged in the procurement and marketing of agricultural products,and is currently actively developing the sales business of the C-end of fresh products.Based on SWOT analysis,this paper first introduces the current situation and existing problems of the C-end marketing of fresh products of Y e-commerce company,and then based on SWOT analysis,the survey of consumers’ online shopping habits of fresh products is carried out in the form of questionnaires through interview survey method,and finally,according to the survey results,combined with STP analysis and 4Ps marketing theory,optimization suggestions and safeguard measures are put forward for the marketing strategy of fresh products of Y e-commerce company at the C-end.The analysis shows that Company Y should increase the types of fresh products with plateau characteristics,take young consumers,female consumers,and middle-and high-income groups as the main target markets,improve product quality,optimize packaging,differentiate product pricing,and increase distribution channels,and adopt promotional methods such as point promotion,limited-time flash deals,and full discount discounts to improve marketing strategies.