电子商务驱动下的皖南黄兔产业发展——基于线上消费数据的精准营销策略研究

The Development of Wannan Yellow Rabbit Industry Driven by E-Commerce—A Study on Precision Marketing Strategies Based on Online Consumption Data

摘要: 随着电子商务的快速发展，农产品的线上销售渠道不断拓展，为地方特色农产品的推广提供了新的机遇。皖南黄兔作为我国首个具有完全自主知识产权的肉兔品种，具有生长速度快、肉质好、抗逆性强等优势，其产业发展对于打破国外品种垄断、助力乡村振兴具有重要意义。然而，当前皖南黄兔产业在电子商务环境下的发展仍面临诸多挑战，如线上渠道利用不足、产品定位与消费者需求匹配度不高、健康属性宣传不足、营销手段单一以及防伪与信任机制不完善等问题。本文通过深度访谈、问卷调查和定量分析等方法，对皖南黄兔的线上消费数据进行深入研究，分析其消费现状与潜在市场，并基于AIDMA模型和鱼雷模型等经典理论，提出优化线上渠道运营、精准定位产品、强化健康属性宣传、创新营销手段和完善防伪与信任机制等精准营销策略，以期为皖南黄兔产业的可持续发展提供理论支持和实践指导，推动其在电子商务环境下的转型升级。

Abstract: With the rapid development of e-commerce, online sales channels for agricultural products have continued to expand, providing new opportunities for the promotion of local specialty products. As China’s first meat rabbit breed with complete independent intellectual property rights, the Southern Anhui Yellow Rabbit boasts advantages such as fast growth, high-quality meat, and strong stress resistance. Its industrial development is of great significance for breaking foreign breed monopolies and promoting rural revitalization. However, the current development of the Southern Anhui Yellow Rabbit industry in the e-commerce environment still faces many challenges, including insufficient utilization of online channels, a mismatch between product positioning and consumer demand, inadequate promotion of health attributes, monotonous marketing methods, and imperfect anti-counterfeiting and trust mechanisms. This study conducts an in-depth analysis of the online consumption data of the Southern Anhui Yellow Rabbit through methods such as in-depth interviews, questionnaires, and quantitative analysis. It examines the consumption status and potential market of the product and, based on classic theories such as the AIDMA model and the Fishbein Model, proposes precision marketing strategies. These strategies include optimizing online channel operations, precisely positioning products, strengthening the promotion of health attributes, innovating marketing methods, and improving anti-counterfeiting and trust mechanisms. The findings aim to provide theoretical support and practical guidance for the sustainable development of the Southern Anhui Yellow Rabbit industry, facilitating its transformation and upgrading in the e-commerce environment.