Research On Online Marketing Strategy Optimization Of Agricultural Products Of QL Cooperative Based On 4C Theory

Compared with the traditional marketing methods of agricultural products based on the Internet,there are obvious differences between the online and offline marketing methods of agricultural products.In reality,although some agricultural cooperatives have a strong desire for online marketing,they lack the ability to implement online marketing.How to improve the online marketing ability of agricultural products of agricultural cooperatives has become a research content of great practical significance.This thesis selects QL cooperative as the object to explore the current situation and shortcomings of its online marketing implementation.At the same time,combined with4 C theory,this thesis puts forward solutions.The research results have direct significance for further improving the online marketing ability of agricultural products of QL cooperative.At the same time,the research results can also provide reference for other agricultural cooperatives to carry out online marketing of agricultural products to a certain extent,forming indirect practical value.This thesis focuses on the online marketing of agricultural products of QL cooperative.Firstly,it analyzes the online marketing environment of agricultural products of QL cooperative.At the same time,based on 4P theory and supported by 4C theory,it comes to the following main conclusions: first,the current macro environment and the internal environment of QL cooperative are conducive to the development of online marketing activities of agricultural products as a whole,However,there is fierce marketing competition for fruits and vegetables in the online market;Second,the online marketing problems of QL cooperative agricultural products mainly include the failure to meet the needs of consumers for a wide range of agricultural products,the deviation of product prices from consumers’ willingness to pay costs,the failure of online channels to meet consumers’ convenience needs,and the lack of promotion efforts and services.Third,the main reasons for the problems of online marketing of agricultural products in QL cooperatives involve the impact of product particularity and lack of demand information on online supply,the lack of market follow-up mechanism for the formulation of online agricultural product sales price,the failure to introduce multi online platform and modern logistics to improve channel convenience,and the neglect of the hidden value of promotion and related services in expanding the total profit.In order to further promote the improvement of QL cooperative’s online marketing ability of agricultural products,under the guidance of 4C marketing theory,this thesis puts forward the need to improve from the following aspects: strengthening the satisfaction of consumers’ demand for agricultural products with technical support,strengthening information technology support,accurately setting consumers’ willingness to pay prices,building diversified online marketing channels,strengthening promotion and communication to match consumers’ expectations.Finally,this thesis summarizes the research content and looks forward to the future research.