Factors that Influence Agricultural Products’ Marketing Strategies on Consumer Buying Behavior in Hainan Province, China Basis for Network Marketing Model

The development of the Internet in China is already the trend of the times. As a traditional industry, China’s agriculture is also trying to infiltrate and integrate with the internet. At present, Hainan Province is increasing the application of Internet in agricultural products marketing, giving full play to the important role of network marketing, and actively guiding Hainan agricultural enterprises and farmers’ professional cooperatives to use e-commerce platforms to expand Hainan’s agricultural product marketing channels and accelerate Hainan’s agricultural development. Reliability, descriptive, correlation, T-test, ANOVA and multiple regression analysis were utilized in this study. The respondents in this study were the 600 customers from Hainan province and other provinces in China. This study found that product strategy, price strategy, promotion strategy, people strategy and process strategy have a significant impact on consumer buying behavior, but the influence of place strategy and physical evidence strategy is not significant. This paper elaborates that agricultural products network marketing is an emerging and efficient marketing method for agricultural products and proposes a model of Hainan agricultural products network marketing. This study shows that the current Hainan agricultural products network marketing strategy is more suitable for the 5Ps, rather than the traditional 7Ps.

Keywords – Marketing Strategies of Agricultural Products, 7Ps, O2O, Consumer Buying Behavior, Network Marketing Model