Research On Community Marketing Strategy Of Organic Fruits Products Of Jin Luo Wan Company

As the country's rich and powerful,the national life level unceasing enhancement,the fruit has been transferred from the necessities in people's lives as the necessities,its demand is gradually increasing,the industry market potential is tremendous deyang city luojiang district Jin Luo bay company is under such background,choose organic fruits growing and selling,but as a result of agricultural industry low barriers to competition is intense,the company has failed to recover the cost of Jin Luo Wan company want to recover the cost profit even need to get rid of the traditional marketing thinking,optimize the marketing model of this paper is based on Jin Luo Wan company live,mining market opportunities,promote enterprise sustainable development;Clarify enterprise positioning,steadily promote product sales,so that the company to obtain profits.This paper combines marketing and statistics related theories,through literature investigation,field investigation,questionnaire survey and regression analysis.The sales prospect of Jin Luo Wan fruit was analyzed by macro and micro analysis.Based on the 4P ?4C marketing theory,this paper analyzes the existing problems and causes in the marketing of Jin Luo Wan company,and proposes community marketing to solve the current marketing problems of the company.Factor analysis and binary Logistic regression model were used to analyze the factors that affect consumers' online purchase of organic fruits of Jin Luo Wan company.Combined with the analyzed factors,the community marketing strategy of Jin Luo Wan company was formulated scientifically.This paper consists of five chapters.The first chapter is the introduction.This paper mainly describes the background of the topic,the significance of the topic,domestic and foreign literature,research content and methods.The second chapter is an overview of relevant theories.This paper mainly summarizes the characteristics of4 P ? 4C,organic agricultural products and community marketing theory.The third chapter is the marketing status of Jin Luo Wan company.This chapter mainly analyzes the marketing status of Jin Luo Wan company.Firstly,the general situation of Jin Luo Wan company and the marketing environment of Chinese fruits are analyzed.Secondly,it analyzes the sales status and existing problems of the company,and then leads out the community marketing theory to solve the existing marketing problems.Finally,it analyzes the necessity and feasibility of the use of community marketing by Jin Luo Wan company.The fourth chapter is the design of community marketing strategy of Jin Luo Wan company.This chapter mainly analyzes the purchase behavior of consumers,and then carries out accurate design of community marketing strategy of golden bay company.First formulated questionnaire and questionnaire,again through the conclusion of questionnaire,factor analysis,binary logistic analysis concluded that understanding degrees,publicity,sales promotion,packaging,taste,certification,nutrition,environmental protection,safety,credibility,marriage,income,gender,family personnel 14 factors on consumer online buying Jin Luo Wan company organic fruits,a very significant effect,finally will influence factors with mature community marketing implementation path community marketing strategy planning of subject.The fifth chapter is the conclusion,deficiency and prospect of this paper.Through the study found that Chinese fruit market potential is tremendous,community marketing can effectively meet the consumer multi-level,diversified demand,suitable for such as Jin Luo Wan company start-up community marketing and production of high-end agricultural products company is the limited funds on precision improve propaganda on the company and products,at the same time improve the company's sales.