"Dongyao Honghe" Millet E-commerce Marketing Strategy Research

With the agricultural electronic commerce globalization,Chinese agricultural has entered a new era with the aid of the power of the Internet,and e-commerce marketing has become a new marketing model.Millet in China has cultivation history with 7000 years,the millet culture connotation of extensive grand,all-encompassing,bearing communication,integration and sublimation of the Chinese civilization is important genes,extraordinary vitality and significance of the world."Dongyao Honghe" has a long history planting millet.,In the early stage of tang dynasty in 706 AD,the "Dongyao Honghe" millet was listed as a tribute.However,because of the lacking of "Dongyao Honghe" millet marketing,efficient circulation system and other factors,resulted in the phenomenon of low price and poverty.Dongyao town,Linzhou city has large amounts of available land to grow high quality millet,but only an small area covers with 50000 mu,and the practices of the millet has more than12000 mu of cultivated area,with 0.1% market share.Literature research,statistical description method,comparative analysis and other research methods are applied in this paper,according to the theory of e-commerce,4p marketing mix theory and related theory as the basis.The “Dongyao Honghe” millet introduction,analysis,conclusion and Prospect are introduced.Firstly,outstanding achievements are pointed out that in recent years;Secondly,details the "Dongyao Honghe" millet in the development of electronic commerce network infrastructure construction,brand construction,logistics environment,e-commerce platform,related policy environment,and the market competition situation.The market competition situation and marketing process in the presence of market positioning is not clear,and the product classification is not refined,and with insufficient investment.Brand building and product promotion is not enough,and high level talent issues were investigated.;Then through the analysis of its market positioning,get two target markets of the "Dongyao Honghe" millet,one is high income people for personal use and gift given market,the second is the lower-income present market.Finally from the product strategy,price strategy,promotion strategy angle,"Dongyao Honghe" millet e-commerce marketing strategy recommendations are comprehensive proposed.This paper aims to make a clear market positioning for "Dongyao Honghe",and put forward thesuitable to the product positioning of marketing strategy,in order to enlarge the market demand of "Dongyao Honghe" millet,increase product sales and its market share.