Marketing strategy of characteristic agricultural products under the background of ‘internet +’

Abstract

At the beginning of 2020, affected by the COVID-19 epidemic, large-scale gathering activities and offline purchasing activities are difficult to operate normally. As a result, the contactless online sales model of farm produce e-business has attracted wide attention of consumers because it avoids direct contact between people and reduces the risk of infection among users. The E-Marketing link of characteristic farm produce can reflect the good advantages of ‘Internet +’ era. For merchants, they can provide better services to customers through the Internet, thus enhancing their purchasing power. According to the unique attributes and categories of farm produce and other labels, combined with KNN (K-nearest neighbour) algorithm, this paper builds a marketing model of characteristic farm produce to improve the accuracy of farm produce recommendation, so as to realise the accurate marketing of characteristic farm produce under the background of ‘Internet +’. Experimental results show that the recall rate of the algorithm is 97.21% and the accuracy rate is 95.34%. Therefore, the precision marketing system model of e-business farm produce designed in this paper has high precision in predicting consumers’ purchase intention, and can be used as decision-making basis for enterprises in its precision marketing.