大数据背景下中宁县枸杞营销策略优化研究

Research on the Optimization of Marketing Strategies for Chinese Wolfberries in Zhongning County under the Background of Big Data

摘要: 在数字经济与乡村振兴战略背景下，中宁县枸杞产业面临传统营销模式与现代消费需求脱节的结构性矛盾。本研究系统分析产业发展的营销现状，揭示数据赋能不足导致的需求洞察偏差、渠道协同低效与品牌传播乏力等核心问题。研究提出基于大数据的四维优化策略：构建消费者行为驱动的产品创新机制，建立动态价格响应模型，搭建全渠道融合架构，实施精准化传播策略。希望通过本文研究能够促进中宁县乃至整个宁夏地区枸杞销售，为地理标志农产品的数字化转型提供理论参考与实践范例。

Abstract: Against the backdrop of the digital economy and the rural revitalization strategy, the wolfberry industry in Zhongning County faces the structural contradiction between the traditional marketing model and modern consumer demands. This study systematically analyzes of the industry’s development and the current marketing situation, revealing core issues such as deviations in demand insights, inefficient channel coordination, and weak brand communication caused by insufficient data empowerment. The research proposes a four-dimensional optimization strategy based on big data: constructing a product innovation mechanism driven by consumer behavior, establishing a dynamic price response model, building an integrated omnichannel architecture, and implementing a precise communication strategy. It is hoped that this research can promote the sales of wolfberries in Zhongning County and even across the entire Ningxia region, providing a theoretical reference and practical example for the digital transformation of geographical indication agricultural products.