Study On E-commerce Marketing Of Characteristic Agricultural Products In Hunan

The current characteristics of agriculture has gradually become China's regional development of modern agriculture,a key work,with a hundred years of history Yong-Feng chili sauce,it can be said that the agricultural economy in Hunan Province has a well-known brand of specialty agricultural products,it is taste good,Convenient,can be used for a variety of food seasoning,and appetizers and spleen,increase appetite,but cold was dampness,prevention and treatment of cold and many other uses and famous.But with the increasingly fierce market competition,Yong-Feng chili sauce in the marketing aspects of the drawbacks are gradually highlighted,especially in marketing is a lack.How to make Yong-Feng chili sauce into Hunan Province,the characteristics of the benefits of agricultural enterprises,the key or from the e-commerce marketing point of view,innovation Hunan Yong-Feng chili sauce characteristics of agricultural marketing strategy,with a view to Hunan's other characteristics of agricultural products e-commerce marketing research and innovation has some guiding significance,but also for other regions with the characteristics of agricultural e-commerce marketing innovation provides a reference.In this paper,through the use of literature,investigation,data statistics and other research methods to Hunan characteristics of agricultural products e-commerce marketing as the object of study,Yong-Feng chili sauce as a case,first in the study of the purpose of research,based on the comprehensive description of the Domestic and foreign research status,defines the relevant concepts,and combs the relevant theoretical basis,such as transaction cost theory,economies of scale theory,supply chain theory,competitive advantage theory.Secondly,on the basis of understanding the general situation of e-commerce marketing of Hunan specialty agricultural products,the status quo of the characteristics of e-commerce marketing of Hunan specialty agricultural products-Yong-Feng chili sauce is analyzed,and it is pointed out that the present characteristics of Hunan specialty agricultural products Yong-Feng chili e-commerce The main performance: e-commerce marketing efforts,e-commerce marketing talent shortage,ignoring the network of loyal customers to cultivate and maintain,e-commerce marketing network payment system is not perfect,e-commerce marketing logistics and distribution system behind.Finally,in view of its existing problems from the government and the enterprise two levels put forward the corresponding solution measures,at the government level,one,strengthen the Hunan characteristic agricultural product electricity platform construction;Second,improve the network payment system;third,strengthen the characteristic agricultural products E-commerce marketing logistics channel construction.At the enterprise level,one,pay attention to the quality of agricultural products;the second,broaden the channels of consumer feedback;third,develop mobile e-commerce platform;four,strengthen the training of electric business personnel;five,strengthen the characteristics of personalized marketing of agricultural products.