Study On The Network Marketing Strategy Of Agricultural Products In Hainan

In recent years,with the popularity of the Internet and the rapid development of computer technology,we have entered the information age.Under the influence of information network,the Internet has become an important medium for agricultural market research,promotion and sales.Internet marketing has entered our line of sight as an emerging marketing way and has been accepted by more and more agricultural enterprises and consumers.Hainan Province is a large agricultural province,the type of agricultural products is ri ch.In recent years,agricultural production gradually increased,the development momentu m is good.In the context of "Internet +",Hainan Province has established the "Internet + ag riculture" development ideas,to promote and encourage agricultural marketing,in order to broaden the sales of agricultural products,improve economic efficiency.In other words,Ha inan agricultural products network marketing situation is excellent.Based on the theoretical basis,this paper analyzes the specific problems in the marketing of agricultural products in Hainan at the present stage,mainly including theagricultural products quality,the distribution issues,the lack of agricultural website and thelack of network marketing talent.Then,we use the empirical analysis to study the influence of Hainan agricultural marketing strategy on consumer purchasing behavior,and find that product strategy,price strategy,channel strategy,promotion strategy,experiential marketing strategy and community marketing strategy have a significant positive impacton consumer purchasing behavior.Finally,according to the actual situation of Hainan,this paper puts forward constructive countermeasures about the development of network marketing of agricultural products,which can provide useful reference for Hainan agricultural products network marketing activities.