Research On Marketing Strategy Of Characteristic Agricultural Products Of S E-commerce Platform Based On 4Cs

With the rapid development of China’s market economy,the integration of"Internet+" technology with all walks of life is accelerating;Farmers’ targeted poverty alleviation plays a key role in promoting new urbanization and agricultural modernization.The sales of agricultural products is a common concern of the whole people.Stimulated by the preferential policies of governments at all levels,the e-commerce platform of characteristic agricultural products in Shanxi has developed rapidly,and a number of representative e-commerce platforms of characteristic agricultural products have emerged.However,compared with developed provinces such as Zhejiang and Guangdong,e-commerce in Shanxi Province started late.In order to improve the market share as soon as possible,there are shortcomings in product selection,channel management and product promotion.S platform is a well-known o2o e-commerce platform in villages and towns in Shanxi Province.It mainly provides special services for agriculture,rural areas and farmers,and has been highly recognized by the market in the sales of local agricultural products.However,compared with tmall,jd.com,Suning and other industry-leading enterprises,there are gaps in product selection,market pricing,channel management and product promotion.Therefore,the marketing strategy of s e-commerce platform needs to be optimized and adjusted.This paper selects s e-commerce platform as the research case,comprehensively uses 4P,41 and 4C marketing theory,consumer behavior and other relevant theories and SWOT analysis method,analyzes the current situation of s platform itself,the composition,sales and users of characteristic agricultural products,uses SWOT theory to analyze the opportunities and challenges of characteristic agricultural products marketing of s e-commerce platform,combined with the "six in one"marketing structure of s platform The marketing strategy based on 4Ps concept and the marketing process of "online and offline" emphasize the necessity of marketing transformation of characteristic agricultural products of s e-commerce platform based on 4Cs,sort out the specific problems in the current marketing process of s platform(4Ps)from the four dimensions of product,channel,promotion and price,introduce 4Cs marketing combination according to the needs of market development,and combine theory with practice,Then introduce 4Cs marketing theory to improve the current 4Ps marketing strategy of characteristic agricultural products on s platform,and through a variety of analysis methods,put foward five marketing optimization strategies based on 4Cs concept,including marketing process optimization,"green"+"characteristic" agricultural product positioning,diversified online+offline channels,accurate promotion based on data analysis and differential pricing based on"characteristics".The five point marketing optimization strategy based on the 4Cs concept summarized in this paper can effectively help the characteristic agricultural products of s platform enter the "Internet+" state as soon as possible,and then continuously improve the market competitiveness of s platform in the "Internet+",which is of great significance to the sustainable development of local e-commerce platforms and even the marketing transformation of Shanxi characteristic agricultural products,At the same time,it has certain reference value for improving the marketing research of various e-commerce platforms or enterprise products.