基于4P理论的农产品电商企业营销策略研究

Research on Marketing Strategy of Agricultural Products E-commerce Enterprises Based on 4P Theory

随着消费者对农产品需求的日益扩大,我国农产品电商企业之间也面临着日益激烈的市场竞争,农产品电商企业要想在农产品市场中站稳脚跟,脱颖而出,不仅要提高农产品数量和质量,还要优化其营销方式。文中基于4P理论分析目前我国农产品电商企业在农产品营销过程中面临的营销困境,并在此基础上,针对农产品电商企业的产品营销、价格营销、渠道营销和促销营销提出发展对策。

With the increasing demand of consumers for agricultural products,China’s agricultural products e-commerce enterprises are also faced with increasingly fierce market competition. In order to gain a firm foothold in the agricultural market and stand out,agricultural products e-commerce enterprises need to not only improve the quantity and quality of agricultural products,but also optimize their marketing methods. Based on the 4P theory,this paper analyzes the marketing difficulties faced by China’s agricultural products e-commerce enterprises in the marketing process of agricultural products,and on this basis,puts forward development countermeasures for the product marketing,price marketing,place marketing and promotion marketing of agricultural products e-commerce enterprises.