Research On The Optimization Path Of Cross-border E-commerce Marketing Strategy Of Agricultural Enterprises

The Rural Revitalization Strategy was put forward at the 19th National Congress of the Communist Party of China,it’s fundamental purpose is to solve the problems of"agriculture,rural areas and farmers",comply with the development and change law of urban-rural relations,aim to meet people’s yearning for a better life.In comprehensively promoting rural revitalization,the sales of agricultural and sideline products is an important link in thriving businesses.The cross-border e-commerce of agricultural enterprises in China is still in the primary exploratory stage,There are still many problems in the development of cross-border e-commerce of agricultural enterprises.Taking the cross-border e-commerce strategy of agricultural related enterprises as the research object,this paper uses the methods of literature analysis,case analysis and quantitative analysis and evaluation to deeply study the connotation,extension and practical experience of cross-border e-commerce,combined with 4C theory and STP theory to analyze and study the overview of the development of cross-border e-commerce,marketing environment and the impact of Rural Revitalization of company a,combined with expert opinions and the evaluation of internal leaders and employees of company A,Comprehensively evaluate the impact of cross-border e-commerce marketing of company a,analyze the problems causing cross-border e-commerce marketing of the company,and put forward operable optimization schemes.Company A is a relatively representative industrial foreign trade company among the cross-border e-commerce of many agricultural related enterprises.Through years of development,its main sales categories cover agricultural products,fruits and vegetables,and the sales of agricultural products.It pays attention to the large-scale development of the industry,and gradually forms a series of standardized cross-border E-commerce sales models,such as cold chain logistics,modern warehousing,accurate distribution,supply chain services and so on.The development of cross-border agricultural products suppliers,cross-border e-commerce trading platforms,cross-border e-commerce consumers and cross-border electronic payment means of company a need to be improved.There are three main causes for the company’s cross-border e-commerce marketing problems.First,the products have certain loss characteristics and are not personalized;Second,the customer group is relatively stable and single;Third,the marketing concept is relatively backward,and there is a serious lack of high-level marketing talents.Aiming at the problems existing in the cross-border e-commerce marketing of company a,this paper puts forward the marketing strategy optimization strategy of company a’s cross-border e-commerce in four aspects:customer,cost,communication and convenience,so as to improve the operation and management level of the company.Customer strategy is mainly optimized by providing personalized products,improving service quality and after-sales tracking,and improving customer satisfaction;The cost strategy is mainly from product upgrading,improving competitiveness and personalized pricing strategy;Communication strategies mainly include brand marketing strategy,network media communication strategy and strategy of seizing promotion opportunities;Convenience strategies mainly include optimizing online shopping environment,multi platform marketing and improving payment services.Through the problems existing in the cross-border e-commerce marketing of company a,this paper puts forward operable optimization schemes,which should not only improve the quality of products,improve services and expand customers,but also improve communication efficiency,create a high-quality online shopping environment,improve convenient and fast conditions,so as to make the development of agricultural enterprise company a better and stronger.