Research On Optimizing Marketing Strategy Of Fresh Electronic Commerce In Henan LX Company

Fresh products are the necessities of people's lives and occupy a very important position in the world consumer market,especially in China,where " Food is god for the people." China has a relatively large population base and is the world's largest vegetable producer and also the world's largest consumer.Over the years,China has developed steadily in the area of vegetable production.The area under cultivation has grown rapidly,from 95 million Mu in 1990 to 281 million Mu in 2016,and the output has also increased from 195 million tons in 1990 to 718 million tons in 2016.The average person has about 524 kilograms.The development of vegetable production has many difficulties and problems in terms of resource protection conditions and social expectations.With the increasing resource constraints,the quality and safety requirements are also increasing,so the stability of market prices has become more and more difficult.The lack of infrastructure construction,the relative backwardness of standardized production,and the lack of scientific and technological innovation are also problems in industrial development.At present,the consumption of vegetables in China shows a trend of rigid demand growth,but the guarantee of stable supply is still a huge challenge.With the continuous growth of China's population in the coming years,the living standards of urban and rural residents are constantly improving,and the rural population is constantly migrating to cities.With this,the rigid demand for Fresh products are also becoming more and more obvious.By 2020,China's new population will reach 100 million,per capita vegetable production will increase by30 kg,vegetable production is expected to increase by 10 million tons,and total vegetable demand in China will be about 589.5 million tons,an increase of 89.5million tons over 2011.On the supply side,while the planting area is stable,we must increase the yield per unit,and then form a situation in which there are sufficient quantities and varieties,and the supply is maintained in a balanced manner.The price can remain stable,and the people can not afford to make big waves in their lives.With the development of the network,the penetration rate of the whole industryis still very low.In terms of social security and resource supply,there are problems such as resource constraints,quality and safety,infrastructure,and scientific and technological innovation.There are many opportunities and challenges in China's fresh e-commerce market.Henan LX Company is just at this point.Through the study of Henan LX Company's fresh e-commerce marketing strategy,this paper comprehensively analyzes the problems faced by the company in terms of market status and target market selection,and then puts forward corresponding marketing strategy optimization suggestions.Hope to provide some valuable reference for the future development of the company.