A Study On Green Marketing Strategy Of Agricultural Products In XinJiang Under The Background Of E-Commerce

Since the industrial revolution,E-Commerce has often been portrayed as the most revolutionary technological invention.E-Commerce has changed the business model of each industry and potentially affects all aspects of the enterprise value chain.In the context of the rapid development of E-Commerce,XinJiang agriculture is facing a new marketing environment.XinJiang agricultural enterprises should choose marketing innovation activities,suitable for e-commerce sustainable development,including the use of the network to carry out green marketing,to enhance the competitiveness of enterprises.With the improvement of people's green awareness,the focus of agricultural enterprises has gradually shifted to the production of green agricultural products,green marketing and other sustainable economic growth model.This is an urgent need to solve the problem,how to provide an environmentally friendly green agricultural products,through the channels of environmental security to consumers.In order to meet consumer demand,the process of production,packaging,sales,logistics,after-sales service,etc,need to be completed through the perfect green marketing strategy.Bringing convenience to consumers besides meeting the needs of consumers,selling green agricultural products through e-commerce channels to complete the whole process of green marketing is a choice.Therefore,according to the relevant theoretical basis,this paper studies the application situation of e-commerce and the current situation of green marketing in Xinjiang,and puts forward the existing problems,and uses the analytic hierarchy process to calculate the weight of the indicators of green marketing of agricultural products in Xinjiang.The order of indicators is sorted by importance,thus Green demand,green agricultural products,green price,green channel,green promotion.Then,analyze conclusion of three hundred survey questionnaires on the issue of consumer online shopping behavior and green consumer demand for the market,was that most consumers said frequent online shopping and the demand for green agricultural produces.However,consumers were still skeptical to buy green agricultural products online,because the green agricultural products e-commerce platform is not perfect,propaganda work is not in place and the information is not circulated fully.Finally,for this area of sustainable development of enterprises,this paper will provide a recommended green marketing strategy,and it provides suggestions for the Xinjiang green agricultural product enterprises to establish cost-effective green marketing network and expand green agricultural marketing channels,for the sustainable development of Xinjiang agriculture and the modernization,networking and industrialization of agriculture.