Research On The Network Marketing Strategy Of L Company’s Characteristic Agricultural Products

The comprehensive promotion of the rural revitalization strategy and the continuous promotion of the "Internet + agricultural products" model have enabled characteristic agricultural products to re-select new marketing strategies,and people can use the Internet to more easily understand the advantages and characteristics of characteristic agricultural products.Using Internet marketing technology to carry out innovative and distinctive reforms on the marketing mode of characteristic agricultural products,improve the marketing effect of characteristic agricultural products,and promote the development of rural economy.In the spirit of the central document of the "National Agricultural Product Processing Industry and Rural Primary,Secondary and Tertiary Industry Integration Development Plan(2016-2020)",it is required to actively understand and develop new business forms and new models of e-commerce,which promotes the deep integration of the Internet and agriculture.At present,a large number of rural e-commerce service platforms have appeared in my country,and agricultural products e-commerce has entered a stage of rapid development.The rapid development of e-commerce provides a new basis for the sales channels and platforms of L company’s characteristic agricultural products network marketing.Therefore,this paper discusses and analyzes the problems of L company’s characteristic agricultural product network marketing.By analyzing the sales data,it is found that the offline sales performance of L company’s special agricultural products is better,but the online sales are very small.Investigating the root causes of the problem,there are the following points.First,there is a very lack of network marketing talents,and there is no professional network marketing talent within the company.The newly established school-enterprise cooperation e-commerce team has insufficient experience and has not given professional training to marketers;second,The online marketing method is very simple.The first online store promotion activities are not paid for promotion,and the registered and developed e-commerce platforms are not fully utilized,and they rely too much on traditional dealer agents.Third,the brand awareness is relatively low,resulting in some consumption.Consumers do not have high trust in the quality of L company’s series of special agricultural products,and they are not impressed with L company’s brand.In addition,consumers do not have a deep understanding of L company’s concept of health care.In view of the above problems of L company’s characteristic agricultural products,the author first proposes to use the school-enterprise direct train to train the company’s network marketing reserve talents and strengthen the company’s internal network marketing team to build a professional network marketing talent team;The community conducts seed fission marketing,uses customized We Chat red envelope cover fission marketing,affiliate gift marketing,short video live broadcast marketing,live broadcast lottery and offline store experience marketing,and explores product depth to increase user coverage and other means to promote online sales;Finally,it is proposed to increase consumer trust by establishing a network traceability management system to disclose product production information and standardize breeding feeds.To enhance the brand awareness of L company in an all-round way.In order to ensure the smooth implementation of the above network marketing strategies,the author proposes safeguard measures for platform,logistics,organization,personnel,system and culture,in order to promote the sustainable development of L company’s characteristic agricultural products,enhance its market competitiveness,and provide peer companies in the market.Provide reference value in the optimization of network marketing strategy.