| Tea is an important agricultural product in China.In the era of national policy guidance and the rapid development of agricultural e-commerce,tea e-commerce has gradually achieved rapid development,and the online Red economy and live delivery have been integrated into the field of agricultural e-commerce.At present,although many agricultural enterprises adopt o2 o marketing mode,they still mainly rely on offline channels.The online e-commerce marketing strategy is still on the surface,not deep enough,lack of innovation and low marketing efficiency.It is very important to improve the e-commerce marketing strategy of agricultural enterprises.The study selects QN tea company as a case to study its e-commerce marketing strategy.Firstly,it analyzes the supply and demand environment of the company’s tea e-commerce marketing industry,and analyzes the competitive environment based on Porter’s five forces model;Then it analyzes the current situation of e-commerce marketing of QN tea company,and extracts the problems existing in the existing marketing strategy based on 4P marketing theory;Finally,guided by the problem,clarify the improvement objectives and ideas of the strategy,carry out market segmentation and positioning based on STP theory,and integrate 4P marketing theory and 4C marketing theory to formulate e-commerce marketing strategy for QN tea company and the implementation guarantee measures of the new marketing strategy.Through the analysis of the current situation and problems of QN tea company’s e-commerce marketing,the results show that the company’s existing e-commerce marketing strategies mainly have some problems,such as insufficient depth of product portfolio,lack of flexibility of price strategy,insufficient depth of promotion,narrow e-commerce channels and so on.According to the current situation of sales development of QN tea company,this paper subdivides the market based on gender,age,consumer behavior preference and other aspects,adopts the product specialized market selection strategy and market specialized market selection strategy,and finally positions QN tea company’s products as the medium and high-end consumer market,the young market with optimized packaging,and the enterprise customer market.Improve the e-commerce marketing strategy of QN tea company based on "4p+4c".First,product strategy: take customer demand as the guide,optimize product development strategy based on market supply and demand,implement differentiated product strategy based on customer personalized demand,and improve product logistics service expertise;Secondly,price strategy: pay attention to the total cost of customers,adopt differentiated price strategy and flexible pricing strategy based on demand elasticity;Thirdly,channel strategy: pay attention to customer convenience,improve the functions of self owned e-commerce platforms,and strengthen the marketing management of third-party e-commerce platforms;Finally,promotion strategy: strengthen two-way communication,enrich drainage activities,and innovate promotion activities to enhance user participation.It also puts forward corresponding safeguard measures from four aspects: operation,manpower,finance and system.This research has good practical significance for solving the problems of e-commerce marketing strategy of QN tea company,improving the depth and breadth of e-commerce marketing,establishing brand advantages,improving the company’s marketing efficiency and expanding market share,and also contributes theoretical value to the development of e-commerce of agricultural products. |
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