Research on Chinese Consumer Behavior and Optimization of E-commerce Platform Marketing in the Context of Post Epidemic Situation

DOI

10.2991/assehr.k.211011.088How to use a DOI?

Keywords

Post epidemic situation, E-commerce platform, Consumer behavior characteristics, countermeasure

Abstract

With the continuous development of the Internet economy, people are not satisfied with traditional online shopping. Fresh community group shopping came into being. The outbreak in 2020 made people aware of the potential of community group buying. Internet companies keenly seize this opportunity and join the competition to seize market share. With the vigorous development of fresh community group buying, its marketing strategy has exposed many problems, which will affect the long-term development of community fresh group buying. Taking Duoduo to buy vegetables as an example, this paper analyzes fresh community group buying development status and marketing promotion strategy. Through the research, it is found that there are deficiencies in the price strategy, commodity strategy, and channel strategy in the marketing promotion strategy of buying more vegetables. Based on this, based on the new 4C theory, this paper puts forward optimization suggestions for the marketing promotion strategy of buying more vegetables from the three dimensions of content, connection, and scene.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hao Wang
AU  - Haichen Yin
PY  - 2021
DA  - 2021/10/12
TI  - Research on Chinese Consumer Behavior and Optimization of E-commerce Platform Marketing in the Context of Post Epidemic Situation
BT  - Proceedings of the 2021 6th International Conference on Modern Management and Education Technology（MMET 2021）
PB  - Atlantis Press
SP  - 483
EP  - 490
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211011.088
DO  - 10.2991/assehr.k.211011.088
ID  - Wang2021
ER  -