乡村振兴背景下社会工作助力沿河土家族自治县农产品营销策略研究

Research on Social Work’s Assistance in Agricultural Product Marketing Strategies for Yanhe Tujia Autonomous County against the Background of Rural Revitalization

摘要: 乡村振兴战略在中国全面建设社会主义国家的规划中具有重要地位。本文以沿河土家族自治县为例，着重分析当前农产品营销现状。通过结合社会工作专业优势以及互联网模式，针对当地农产品营销存在的市场准入门槛高、产业内容单一、缺乏技术人才以及没有完善的物流体系等问题，提出优化农产品营销策略的合理建议，通过打造特色文化品牌、加大政策力度、完善物流体系、加大宣传、培育以及吸引更多的复合型人才为当地农产品营销提供更加广泛的渠道，为当地农户创造更多的就业机会以及提高其收入水平，这不仅可以促进农村经济发展，更大程度上可以为电商的发展注入新的血液。同时也期望能够为其他农村农产品销售提供切实可行的参考模式。

Abstract: The rural revitalization strategy plays an important role in the planning of China’s comprehensive construction of a socialist country. This paper takes the Tujia Autonomous County along the river as an example to analyze the current situation of agricultural product marketing. By combining the advantages of social work and the Internet model, this paper puts forward reasonable suggestions for optimizing the marketing strategy of agricultural products in view of the problems of high market access threshold, single industrial content, lack of technical talents and lack of perfect logistics system in the marketing of local agricultural products. By building a characteristic cultural brand, increasing policy efforts, improving the logistics system, increasing publicity, cultivating and attracting more compound talents, it provides a wider range of channels for the marketing of local agricultural products, creates more employment opportunities for local farmers and improves their income levels, which can not only promote the development of rural economy, but also inject new blood into the development of e-commerce to a greater extent. At the same time, it can also provide a practical reference model for the marketing of other rural agricultural products.