Special Agricultural Products of Shanxi Lecuntao Company Research on E-commerce Marketing Strategy

Last modified: February 4, 2021
Estimated reading time: 2 min
Project Title: Special Agricultural Products of Shanxi Lecuntao Company Research on E-commerce Marketing Strategy
Author: Mr. Shi Wenhao
Advisor: Associate Professor Dr. Chiaoming Li
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2020


Conference Proceedings
2nd National and International Academic Conference “Innovation and Management for Sustainability” 15-16 December 2020


Shi, Wenhao. (2020). Special agricultural products of Shanxi Lecuntao Company research on E-commerce marketing strategy. (Independent study, Master of Business Administration). Bangkok: Siam University.


Due to the special topography and climatic conditions, Shanxi’s characteristic agricultural products, represented by minor cereals, fruits and animal husbandry products, enjoy a high reputation in the domestic and foreign markets. With the improvement of national income and consumption level, the consumption pattern of urban and rural residents in China has evolved from “basic food type” to “health type.”Because of its green, healthy and nutritious product characteristics, Shanxi’s special agricultural products are favored. However, under the traditional marketing mode, farmers directly sell the special agricultural products to wholesalers or retailers, who then resell the products to the final consumers. There are huge logistics and storage costs, which easily lead to unsalable agricultural products. Therefore, with the help of the advantages of the Internet, it is imperative to change the marketing mode of Shanxi’s characteristic agricultural products from the traditional mode to the modern e-commerce marketing mode.

Using Shanxi Lecuntao Network Technology Co., Ltd (abbreviated as “Lecuntao” Co., Ltd. of Shanxi) as an example, based on the concept definition and theoretical analysis, this paper analyzed the current situation of the marketing strategy of ” Lecuntao” Co., Ltd. on the basis of market segmentation, target market selection, STP market positioning and marketing combination theory. Combined with the internal supporting conditions and external market environment of its characteristic agricultural products marketing, it clarifies the direction and market positioning of marketing strategy optimization of “Lecuntao” company in Shanxi. Finally, from the product, pricing, channels and promotion of four aspects, Shanxi “Lecuntao” company marketing strategy optimization is put forward.

The study found that although Shanxi’s “Lecuntao” company has the advantages of unique operation mode, brand with certain market recognition, relatively sound marketing network and perfect all-round service system, the “Lecuntao” also had problems of weak competitive advantages of core products, inflexible product pricing, high supervision cost of marketing channels, obsolete product promotion methods, etc. Under the external threats, such as fierce competition in the current industry and serious homogenization of products, Shanxi “Lecuntao” company should make full use of its own advantages, seize opportunities, clarify the optimization direction of “returning to serve the agriculture key business,” and implement the optimization of product strategies under the guidance of the “4Ps” marketing mix theory.A differentiated pricing system should be developed. According to the hierarchical pricing of different needs, reasonably reduce the cost of enterprise logistics to achieve the optimization of price strategy; It is essential to stabilize the cooperative relationship with franchisees, improve the overall layout of the channel network, and timely open up the proprietary channels of enterprises to optimize the channel strategies. The construction of network platform should be perfected to expand offline promotion activities, strengthen “experiential marketing” and optimize promotion strategies.

Keywords: marketing strategy, characteristic agricultural products, Shanxi Lecuntao company.

Special Agricultural Products of Shanxi Lecuntao Company Research on E-commerce Marketing Strategy

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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