Research On Social E-commerce Traffic Marketing Strategy Of M Company

In 2005,"E-commerce" was first mentioned in the No.1 document of the central government,and the development policy of rural e-commerce has been mentioned almost every year up to now.Judging from the national online retail sales of agricultural products in recent years,the development of agricultural products e-commerce can be described as steady and steady.In the post-traffic era,Internet dividends disappear,and the traditional e-commerce model has gradually become inefficient in the development process,with a series of challenges and dilemmas.At this time,the social e-commerce based on social sharing appears,driving consumers,brand owners and new entrants from the traditional e-commerce era to the social e-commerce era."Internet+agricultural products" is playing an increasingly important role in brand building and agricultural products sales.The online sales of many e-commerce companies are also faced with the dilemma of expensive and difficult access to traditional e-commerce traffic.Coupled with the continuation of the novel coronavirus epidemic,it has become an important research topic to formulate marketing strategies in line with the current environment.This study takes M Company as the research object.M company is a branch of the state-owned enterprise of Shandong Province.In the early stage,its business mainly focuses on the supply of agricultural products by commercial super supermarkets in the province,and then it gradually transforms to brand agriculture and Internet industry and develops e-commerce business.This study combines the theoretical basis of the new 4C rule to diagnose and analyze the existing problems of M company from three aspects:users,products and brands.By means of field interview and survey and user questionnaire survey,this paper proposes the pain points and defects of M Company in traffic marketing of social e-commerce,and analyzes the main causes of these problems.STP marketing theory is adopted to determine the strategic direction of the enterprise,social e-commerce platform for users to study the profile of users,and accurate marketing plans are formulated.According to the AARRR model,correspondng strategies are matched from the five aspects of user acquisition,activation,retention,product revenue and user recommendation.This study takes M company’s marketing strategy under the general trend of social e-commerce as the research purpose,sorts out the current situation and development dilemma M company is facing in the post-traffic era through the new 4C marketing theory,and uses advanced Internet marketing theory to make strategy combination.At present,there are few researches in this field,which can be used for reference to solve the problem of social e-commerce traffic marketing strategy.