Research On The Internet Marketing Strategy Of Jiangjia Qiaosu Products In Weining, Guizho

Under the background that the mobile internet technology is widely used in the social and communication fields,the network marketing technology is more and more mature,the network marketing platform channels are more and more,the application is more and more convenient,small and mediumsized enterprises,including all types of enterprises to participate in online marketing activities.With the introduction and implementation of the policy of “Internet plus” for the development of agriculture,rural areas and farmers,the construction of Internet infrastructure in rural areas has been promoted and the choice of network marketing channels for agricultural products has been expanded.Under various favorable conditions,more and more agricultural product processing enterprises are actively adjusting their own marketing strategies and exploring the transformation from traditional marketing mode to “Traditional +network” marketing mode,in order to achieve further development.The research object of this paper is Jiangjia Buckwheat Company,which is a small agricultural product processing enterprise specialized in processing and selling Tartary buckwheat products,make full use of network marketing means to achieve the business objectives of the company at this stage and the future survival and development of the key.In this paper,the author has searched and sorted out the relevant domestic and foreign literature,such as marketing,network marketing,agricultural products network marketing and so on,and analyzed the concepts of brand,Super IP design,new media matrix and the theory of network marketing,etc.,starting from the status quo of online marketing and various problems existing in Jiangjia Buckwheat,for example,online marketing started late,the market positioning of products is not clear,and the awareness of online marketing is not strong,for the lack of unified management,planning and supervision of the new media matrix,short videos which have a negative impact on the enterprise brand and so on,the questionnaire was designed with reference to 4P theory,this paper investigates the problems existing in the current network marketing work of the company,obtains the original data of the consumer feedback,and makes a comprehensive analysis based on the statistical results.Based on this,I use the marketing theory and tools,targeted to the study of this paper’s Object Jiangjia network marketing research.Through the questionnaire survey,it is found that consumers are not satisfied with online marketing from the aspects of products,prices,promotions and channels,and according to the data from the questionnaire,the consumer group aged40-59 with above-middle income is proposed as the target market of enterprises,and the market orientation of “Southern valuables,health genie” and “Immune golden cake” is established.Based on the survey results and relevant analysis,this paper proposes that Jiangjia Buckwheat should be based on the selected target market and market image positioning of the enterprise,taking various measures to appropriately expand the product line combination,strengthen the marketing of superior products,strengthen the product packaging design,enrich the network marketing channels,strengthen the promotion and promotion efforts,and initiate and strengthen the official website design,make systematic network promotion plan,strengthen network advertising promotion,strengthen customer experience marketing and other measures.In particular,enterprises should make full use of their own unique nutritional characteristics of products,geographical and cultural connotations,and explore the “Buckwheat god”,“Tribute” and other marketing elements that can be used,create and Design Super IP image,deeply apply experience marketing concept,increase the attraction and stickiness of marketing experience activities to consumers and fans,and widely publicize through various new media channels,strengthen the enterprise’s customer relationship management,enhance the visibility and accessibility of the company’s brand,multi-dimensional display,threedimensional push.This paper focuses on the small and medium enterprises of Jiangjia Buckwheat,which is a microcosm of the agricultural product processing industry,and puts forward the combination of e-marketing strategies and safeguard measures for this kind of enterprises,it provides guidance for the company to introduce the concept and concrete measures of e-marketing,and also provides a reference for other similar enterprises to carry out e-marketing activities.