新媒体时代下农产品市场营销策略研究

Research on Marketing Strategies for Agricultural Products in the New Media Era

摘要: 随着互联网时代的崛起，层出不穷的新媒体工具在人们网络消费过程中起着重要作用，农产品新媒体营销的发展潜力也得到进一步释放，亦为农产品市场营销的创新提供了动力。与传统营销相比，农产品新媒体营销具有超时空性、多媒体性、交互性、高效性、经济性的特点，这有助于农产品营销模式的转变、销售渠道的拓宽和品牌知名度的提升。基于此，本文就“新媒体 + 农产品”的融合发展，提出精确市场定位、优化营销内容、打造有效品牌、拓宽营销渠道等市场营销策略，以期助力实现更高质量、更高水平的农产品市场营销。

Abstract: With the rise of the Internet era, an endless stream of new media tools plays an important role in people’s online consumption process, and the development potential of new media marketing of agricultural products has been further released, which also provides a driving force for the innovation of agricultural marketing. Compared with traditional marketing, new media marketing of agricultural products has the characteristics of ultra-space and time, multimedia, interactivity, high efficiency and economy, which helps to change the marketing mode of agricultural products, broaden sales channels and enhance brand awareness. Based on this, this paper puts forward precise market positioning, optimised marketing content, effective branding, broadening marketing channels and other marketing strategies for the integrated development of “new media + agricultural products”, in order to help achieve a higher quality and higher level of marketing of agricultural products.