IEC Perspective Of Forest Products Marketing Strategy Research

At present,the importance of forest products has become the people daily life material products,at the same time,the change of consumer demand for forest products marketing new requirements are put forward.But in the practice of the socialist market,forest products marketing activities exist a series of ecological problems:information identification information is not complete,information is difficult to obtain;Product quality is uneven,consumer is difficult to distinguish;Prices artificially high,consumer to distinguish the difficult;False advertising,consumer proof difficulties;Design,difficult to meet the demand of consumers.This article embarks from the perspective of iec,first of all,through consulting a large number of literature and data,discovered the problems that exist in the forest products marketing.After describing the iec perspective to carry out the important role of forest product marketing activities.Second,defines the connotation of forest products marketing information ecosystem,and analyses its characteristics,information node(including the type of information nodes and their relationships)and main type,discovered the ecological forest products marketing information mainly involves three big information subject:forest products manufacturers,product distributors and forest products,consumers and the existence of positive and negative information flow in two directions:forward flow of information is forest products manufacturers to produce products 4 p information directly or indirectly by forest products dealers to forest products consumer;Reverse flow is a reflection of the forest products consumers will produce their own demand of forest products 4 c information directly or indirectly by forest products distributor for forest products manufacturers.And then build the concept model of information ecosystem,forest products marketing again,based on the concept of information ecology forest products marketing model,combined with the market marketing theory 4 p marketing theory and 4 c marketing theory has carried on the questionnaire design and data analysis,draw the conclusion:the positive stream flow and message of the 4 p,consumers generally more attention,but still differ:product information,consumers more value function,safety,durability and material;Information on prices,consumers pay more attention to the price competitiveness and whether there is a discount;Channel information,consumers are more concerned about whether the factory direct sale and delivery service;Sales promotion information,consumers generally concerned about the size of advertising and personal selling.For reverse stream flow and message of the 4 c,customer feedback,noting that the generally high degree of willingness but still have some:customer information,consumers are more willing to feedback about product price and demand satisfaction and personalized service;Cost information,for the consumer shopping done physical cost,energy cost more willing to feedback;Convenient information,customers would like to feedback is bought before the consultation is convenient;Communicate information,consumer generally willing to feedback the initiative to communicate.Finally,it from the ecological perspective,and puts forward some effective forest products marketing strategy suggestion:to improve their own strength,to realize the continuous optimization of information ecosystem;To speed up the two-way information flow,\"ecological\" message;Based on\"Internet +\",strengthen and improve product quality supervision and management;Build forest product information platform,realize information sharing;Optimize the information ecological environment,to construct a harmonious information ecosystem.