网红经济背景下农产品品牌营销策略探讨——以贵州修文猕猴桃为例

Discussion on the Marketing Strategy of Agricultural Products Brand under the Background of Internet Celebrity Economy—Taking Xiuwen Kiwi Fruit in Guizhou as an Example

摘要: 数字经济时代，网红经济的蓬勃发展，为农产品品牌营销带来新机遇。本文系统梳理了国内外学者在网红经济与农产品品牌营销策略领域的研究成果，以贵州修文猕猴桃为案例，结合390份问卷调查数据，剖析了其在网红经济背景下品牌营销策略存在的不足。研究发现，该品牌在消费者行为的关键环节，即基于SICAS模型的品牌感知、兴趣度、交互沟通、购买行动及分享反馈五个维度均存在不足。基于此，本研究以SICAS模型及相关市场营销理论为框架，提出针对性的农产品品牌营销策略优化方案，旨在为提升农产品品牌价值、促进农民增收、推动乡村振兴提供实践参考与理论借鉴。

Abstract: In the era of the digital economy, the vigorous development of the influencer economy has brought new opportunities for the brand marketing of agricultural products. This paper systematically reviews the research achievements of domestic and foreign scholars in the field of influencer economy and brand marketing strategies for agricultural products. Taking the kiwifruit of Xiuwen, Guizhou as a case, and based on 390 questionnaires, it analyzes the deficiencies in its brand marketing strategies under the background of the influencer economy. The research finds that the brand has deficiencies in all five key dimensions of consumer behavior based on the SICAS model, namely brand perception, interest, interaction and communication, purchase action, and sharing feedback. Based on this, this study proposes targeted optimization plans for brand marketing strategies of agricultural products with the SICAS model and related marketing theories as the framework, aiming to provide practical references and theoretical references for enhancing the brand value of agricultural products, increasing farmers’ income, and promoting rural revitalization.