Study On The Consumer Intentiong And Influencing Factors Of Hema Fresh Products

The issue of agricultural and rural farmers is a fundamental issue related to the national economy and the people’s livelihood.The implementation of the rural revitalization strategy is another important national policy related to the well-being of the people of China after urbanization.Agricultural industry is a basic component of rural revitalization.With the revitalization of agricultural industry,the operation and deployment of fresh agricultural products have become an important factor in promoting agricultural modernization.As a commercial method of marketing fresh agricultural products,the fresh e-commerce platform plays an irreplaceable role in selling agricultural products.However,with the gradual increase of online sales to platforms for fresh agricultural products,many defects and problems have also followed,greatly affecting consumers’ willingness to buy fresh agricultural products.Therefore,it is the main problem faced by the enterprise management personnel of the fresh agricultural product sales platform to formulate corresponding optimization strategies,increase customers’ purchase intention,and further improve product sales.Hema Fresh is the main research object of this article.SWOT and PEST methods are used to analyze the current marketing strategy and marketing environment of Hema Fresh,and then eight main indicator factors and eighteen secondary indicator factors are designed for consumer behavior to form a consumer behavior evaluation system.Based on this,a questionnaire for consumer behavior was designed.After collecting the data,statistical analysis methods were used to conduct reliability analysis,validity analysis,and factor analysis on the survey data.The four-quadrant analysis method was used to further analyze the indicator factors and calculate the indicator factors that affect the consumption behavior of Hema fresh customers.Then,a marketing example of an agricultural company in Shandong Province after upgrading its fresh agricultural products was used to verify.The research conclusion indicates that optimizing marketing strategies based on advantageous factors that affect consumer consumption behavior can better improve platform sales performance and promote the further development of the fresh e-commerce platform.Finally,based on the conclusions of this study,and based on the current problems of Hema Fresh and the overall environment faced by the entire industry,this paper proposes principles for strategic optimization,and proposes suggestions for strategic optimization in the areas of product promotion,product quality and price,shopping system,and feedback channels,ultimately achieving the goal of enhancing consumers’ willingness to consume fresh agricultural products in such fresh e-commerce platforms as Hema Fresh.