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

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.