Research On E-commerce Marketing Strategy Of Distinctive Agricultural Products Of Shanxi Lecuntao Company

Thanks to the special topographical and climatic conditions,Shanxi's distinctive agricultural products which represented by small grains,fruits and animal husbandry products,enjoy a high reputation in the domestic and foreign markets.With the improvement of national income and consumption level,the consumption pattern of urban and rural residents in China has gradually changed from "subsistence" to "health".However,in the traditional marketing mode,farmers directly sell the featured agricultural products through wholesalers or retailers,and then the retailers resell them to the final consumers,which all face huge logistics and storage costs and easily lead to unsalable agricultural products.Therefore,with the development of Internet technology,it is imperative to change the marketing model of Shanxi's distinctive agricultural products from the traditional model to the modern e-commerce marketing model.Based on Le Cun Tao network technology co.in Shanxi province,.(hereinafter referred to as LTD company)as an example,on the basis of the definition and theoretical analysis,based on "market segmentation-target market selection-market positioning(STP)" theory and the marketing mix theory,the present situation and problems of the village of LCT company marketing strategy has carried on the analysis,combined with its advantages and disadvantages of agricultural products marketing,based on and threats,and analyze the internal and external environment of the village for agricultural products marketing has been clear about the village for positioning marketing strategy optimization,finally from the product,price,channel and promotion four aspects,proposed the village clean out of the company's marketing strategy optimization countermeasures and Suggestions.The study found that although LCT company has a unique operation mode,a certain degree of market recognition,relatively complete marketing network,a complete all-round service system and other advantages,but also faced with the loss of core products,competitive advantage is not strong;Product pricing is low,lack of necessary flexibility;Single marketing channel and high supervision cost;Product display is insufficient,promotion way is old wait for a problem.Especially in the current industry competition intensifies,the external threats,such as serious product homogeneity,the LCT company should make full use of their own advantages and avoid its disadvantages,grasp the consumer concept of green healthy consumption growing,the government's policy support,such as favorable opportunity,from the "return to service the agriculture,rural areas and farmers,crack area wide line length problem,integrate advantages of different models," three aspects,to own the overall marketing strategy for the market positioning.At the same time,under the guidance of the 4P's marketing mix theory,the author puts forward the countermeasures to optimize the product mix strategy of "focusing on core products,expanding product types and building brand value".Optimize the pricing strategy based on "develop a differentiated pricing system,stratify pricing according to different demands,and reasonably reduce the logistics cost of enterprises";Centering on "stabilizing the cooperative relationship with franchisees,improving the overall layout of the channel network,and expanding the enterprise's self-run channels in a timely manner",optimizing the channel strategy;Starting from "improving network platform construction,expanding offline promotion activities,and strengthening 'experiential marketing'",optimize product promotion strategies.