Based On The Diamond Positioning Model Of SW Corporation Research On Market Positioning Of Ecological Agricultural Products E-commerce

Agricultural products are an indispensable part of residents' life.With the development of the economy,people's living standards has been improved,living speed has been accelerated.More and more consumers pay attention to ecological agricultural products and choose those,which are healthier,greener and more nutritious.The consumption capacity and development potential of ecological agricultural products are huge,and they are valued by the market.But,traditional sales channels of agricultural products have been unable to meet consumers' pursuit of high-speed and high-quality life.With the increasing market demand,e-commerce of ecological agricultural products has emerged under the background of "Internet +".However,most e-commerce enterprises with ecological agricultural products do not have a clear market positioning for the e-commerce platform or products,and cannot accurately grasp the market or identify target customers,which seriously affects the development and profit acquisition of enterprises.This paper used the method of documentation,expert interview method,questionnaire investigation method and mathematical statistics research method,etc.In diamond positioning model,through the three steps of position finding,position selecting,position arriving,analyzed the market positioning of the ecological agricultural products e-commerce platform of mianyang SW company.Help the company identify the target market and customers.Define the development direction.Make the company to occupy a favorable competitive position in the e-commerce market competition of ecological agricultural products.The analysis results show that the target customers' main characteristics of the e-commerce platform are young or middle-aged families,with successful career and high income,pursued high product quality,high nutritional value and high quality experience.Then combined with marketing mix elements,find out the interests,values and attributes of the target customer pay attention.According to the reality of the company and market environment,the benefit positioning points are: health,safety,servicer,quicke;value positioning points are: to provide high quality food service for Chinese families;property positioning points are: from the modern ecological farm,professional after-sales service team.The main positioning point is the service element.Finally,achieved position arriving through analysis marketing mix elements,from products,price,channel and communication.To achieve the main positioning point is superior to the competitors,and the non-main point reaches the industry average level and makes contributions to the main positioning point.