数字经济背景下电商农产品网络营销策略研究

Research on the Online Marketing Strategy of E-Commerce Agricultural Products in the Context of Digital Economy

摘要: 随着数字经济的深度渗透，农产品电商网络营销成为衔接农业生产与市场消费的关键纽带，在乡村振兴战略中发挥重要作用。本文聚焦数字经济与农产品电商的融合场景，首先分析数字经济赋能农产品电商的核心优势，其次梳理农产品电商网络营销的现状，进而从技术赋能、模式创新、生态协同三个维度探讨数字经济背景下赋能电商农产品网络营销策略路径，旨在为破解农产品营销难问题、提升电商效能提供理论参考，助力农产品电商高质量发展与乡村振兴。

Abstract: With the in-depth penetration of the digital economy, online marketing of agricultural product e-commerce has become a key link connecting agricultural production and market consumption, playing an important role in the rural revitalization strategy. This paper focuses on the integration scenarios of the digital economy and agricultural product e-commerce. It first analyzes the core advantages of the digital economy in empowering agricultural product e-commerce, then sorts out the current situation of online marketing of agricultural product e-commerce, and further explores the strategic paths of online marketing for agricultural product e-commerce under the background of the digital economy from three dimensions: technological empowerment, model innovation, and ecological coordination. It aims to provide a theoretical reference for solving the problem of difficult marketing of agricultural products, improving e-commerce efficiency, and contributing to the high-quality development of agricultural product e-commerce and rural revitalization.