Research On The Internet Marketing Strategy Of Specialty Agricultural Products In Kaifeng Cit

With the rapid development of network technology,the sale of agricultural products has broken through the time and space restrictions,and created a new model of network marketing of agricultural products.Network marketing model has greatly promoted the development of modern agriculture,which cannot be separated from the high attention of governments at all levels.In 2022,the No.1 document of the Central Government again put forward new requirements for rural e-commerce,proposed the implementation of the "digital commerce to Develop agriculture" project,promote ecommerce into rural areas,and issued relevant policies and measures to promote the standardized and healthy development of live delivery of agricultural and sideline products.The application of network technology can not only effectively reduce the transaction cost of agricultural products,but also effectively solve the problem of asymmetric production and marketing information.This paper takes Kaifeng city as an example to deeply study the network marketing model of agricultural products,which has both theoretical and practical significance.Based on the current situation of the development of agricultural products in Kaifeng city,this paper conducted a questionnaire survey by random sampling,and selected Chengguan Town,a representative peanut production base in Xiangfu District of Kaifeng City,as the main investigation area.With consumers as the research group,we can understand the development of characteristic agricultural products as a whole.At the same time,through the questionnaire survey of consumers,we can understand the current situation of the sales channels of local characteristic agricultural products and the specific purchase intention of consumers in the process of questionnaire analysis.Through the analysis of questionnaire data,it can be found that the range of purchase of women is more extensive than that of men.The income level is positively correlated with the frequency of online shopping,and the higher the income,the higher the frequency of online shopping.The age factor plays an obvious role in the online purchasing behavior of kaifeng featured agricultural products,and the purchasing desire of consumers between 25 and 50 years old is obviously stronger than that of other age groups.In terms of purchasing channels,consumers are more inclined to buy kaifeng featured agricultural products through formal and official online sales channels,and obtain marketing information of featured agricultural products through tiktok,wechat and other channels.When buying characteristic agricultural products in Kaifeng,food safety is the most concerned factor for consumers.Innovative,high-quality,distinctive packaging agricultural products and experiential promotional activities can attract consumers.In terms of price,most consumers can accept the same price as the market price or less than 10%higher than the offline price.At the same time,consumers believe that kaifeng’s specialty agricultural products need to be improved in logistics,marketing methods and brand construction.Finally,this paper argues that to promote the Internet marketing of characteristic agricultural products in Kaifeng in a better and faster way,we should improve the comprehensive quality of rural labor force,solve the problem of opaque intermediate links with the help of e-commerce platform,form standardized production to gain the recognition of consumers and strengthen the brand effect to achieve the purpose of wide publicity.At the same time,the government should also introduce relevant policies to provide a good market and policy environment for the network marketing of featured agricultural products.This paper believes that through the improvement and optimization of the network marketing strategy of kaifeng special agricultural products,we can explore a more suitable development path for Kaifeng agricultural products.It is hoped to achieve comprehensive industrial development,economic efficiency improvement,consumer satisfaction improvement and drive the economic development of Kaifeng city and promote the local faster and better to build a welloff society.It is hoped that the viewpoints of this paper can provide some theoretical reference and practical guidance for the future related research.