The Research On Marketing Strategy Of Characteristic Agricultural Products In Gansu Province Under The Internet Environment

In recent years,the Internet has developed rapidly in China,and Internet-based marketing methods have been increasingly valued by enterprises.The development of Internet marketing has become an important basis for the success of enterprise transformation.As a new trend in agricultural development,featured agricultural products have become a key target for the development of agriculture in a region.As one of the earliest areas in China to develop agriculture,Gansu Province has many inherent advantages in developing characteristic agricultural products due to its special geographical location and the diversity of agricultural products.However,due to the relatively backward economic development of Gansu Province,the Internet The degree of response is not high,and enterprises lack the initiative to develop characteristic agricultural products through Internet marketing.Many enterprises have begun to use Internet marketing methods in the tide of the Internet,but these methods are also in the most basic and traditional state,such as Some companies only use the Internet to display their basic information.These information lack updates for a long time,and they can not play a substantial reference role for consumers in the consumption process.Some enterprises have opened online stores but lack management and operation.Consumers will generate some purchase concerns after generating purchase interest,and eventually give up buying.Paying attention to Internet marketing is an important foundation for the development of characteristic agriculture at this stage.Through the consumer's behavior research at various stages to develop corresponding marketing measures,we can truly realize the goal of using Internet marketing to achieve the marketing of featured agricultural products.Gansu Province has been vigorously developing characteristic agricultural products since the beginning of this year,and it has already achieved initial success.Some specialty agricultural products brands stand out among many brands,such as Yongdeng Bitter Rose and Longnan XiangYu Olive Oil.Lanzhou LongCuiTang,etc.,but there are still many problems in the network marketing of Gansu's characteristic agricultural products.This study will summarize the development status and network marketing status of characteristic agricultural products in Gansu Province,and design a questionnaire on consumer behavior of Gansu Province's characteristic agricultural products under the Internet environment through the SIPS model based on consumer behavior,through sample survey,analyze the survey results,and combine Gansu Province.The development status of characteristic agricultural products and the status quo of network marketing analyze and summarize the problems existing in the marketing of characteristic agricultural products in Gansu Province under the Internet environment,and propose corresponding strategies for enterprises to provide reference for enterprises.