Proceedings of the 2021 6th International Conference on Modern Management and Education Technology（MMET 2021）

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

Authors
Hao Wang, Haichen Yin
Corresponding Author
Hao Wang
Available Online 12 October 2021.
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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Volume Title
Proceedings of the 2021 6th International Conference on Modern Management and Education Technology（MMET 2021）
Series
Advances in Social Science, Education and Humanities Research
Publication Date
12 October 2021
ISBN
10.2991/assehr.k.211011.088
ISSN
2352-5398
DOI
10.2991/assehr.k.211011.088How to use a DOI?
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/).

Cite this article

risenwbib
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  -