Research On Marketing Strategy Optimization Of Navel Orange E-commerce Of X Company In Gannan Under The Background Of Big Data

Following by the Internet era comes the era of big data.In the era of "information is king",people’s lives have changed dramatically.Whether the application of big data skillfully has become a new source of value for modern society and economy.Especially in recent years,the development momentum of e-commerce platforms is booming,which makes the mining and marketing of e-commerce data become more critical.Relying on the operation characteristics and organizational form of e-commerce,according to the regional,seasonal and agglomeration characteristics of agricultural products marketing,the brand image of agricultural products should be improved,improve the marketing efficiency of agricultural products,and enhance the connection between enterprises and customers.This article took gannan navel orange X company as a case study,first of all in gannan navel oranges of X company STP and 4 p marketing strategy based on the analysis of the status quo,it is concluded that the current problems in electricity marketing include:single product structure and information transfer pricing high and relatively chaos,lack of pertinence,products online sales channel is too narrow a lack of innovation and promotion way.The reasons for the problems in the marketing strategy of X company’s navel orange e-commerce in Southern Jiangxi are as follows: the marketing thought fails to keep up with the market development,the lack of in-depth analysis of consumption habits and behaviors,and the lack of accurate market positioning due to the lack of effective application of big data analysis to marketing and consumer group data.Secondly,make the marketing strategy optimization plan of X company’s navel orange e-commerce in Gannan under the background of big data.It mainly includes: building a better multi-dimensional data application platform under the background of big data,realizing enterprise "access to the chain" and "access to the network and cloud" through orange Communication platform,and building a database by purchasing data through e-commerce platform.Use big data to optimize the STP marketing strategy,customer spending habits and behavior through large data segmentation,consumer demand,market scope and potential needs of different markets and divided into clear target market,generate group portrait users realize accurate positioning market,data types,and with the aid of user picture accurate market positioning.Use big data to build a better differentiated marketing mix strategy,personalized product strategy centered on customer demand,differentiated price strategy focused on customer cost,SNS marketing strategy centered on content,and build multi-level sales channels based on information pairs.Finally,the safeguard measures for the implementation of the e-commerce marketing strategy of X Company Gannan navel orange under the background of big data are put forward from improving the understanding of big data and precision marketing,introducing big data analysis talents,strengthening the paid promotion of search engine,strengthening the development of customer value and strengthening the operation and management of the company.So as to provide reference for other similar industries and e-commerce enterprises,so that they can develop effective precision marketing strategies.