社交媒体视域下农产品品牌营销策略探究

Exploration of Brand Marketing Strategies for Agricultural Products from the Perspective of Social Media

摘要: 社交媒体时代给各行各业带来了新的发展机遇，对于农产品营销而言，受益于社交媒体平台的不断完善和便捷，使得农产品的营销方式有了一条崭新的路径，更创新了农产品的品牌营销模式。为解决以往销售方式单一，农业从业者品牌意识薄弱等问题，本研究致力于探究社交媒体平台视域下农产品营销的新机遇，并制定与之适配的品牌营销策略。对此，研究围绕品牌、口碑和情感三个维度展开策略研究。研究表明通过建立品牌、注重口碑营销并开拓情感营销，可有效解决电商营销带来的同质化问题，便于提升品牌辨识度与用户忠诚度，且构建的多维度策略体系可为相关从业者提供参考，助力农产品电商发展与乡村产业振兴。

Abstract: Social media serves as a core vehicle for agricultural product brand marketing. Benefiting from the continuous improvement and enhanced accessibility of social media platforms, agricultural product marketing has gained new platform-based opportunities and seen innovations in brand marketing models. To address long-standing issues such as the singularity of traditional sales methods and the weak brand awareness among agricultural practitioners, this study reviews existing academic literature on agricultural product marketing, and is dedicated to exploring emerging opportunities for agricultural product marketing from the perspective of social media platforms, as well as formulating tailored brand marketing strategies. To this end, the study conducts strategic research focusing on the dimensions of brand, word-of-mouth, and emotion. The findings reveal that establishing distinct brands, emphasizing word-of-mouth marketing, and developing emotional marketing can effectively resolve the homogenization problem brought about by e-commerce marketing, help enhance brand recognition and user loyalty. Furthermore, the constructed multi-dimensional strategic system can provide references for relevant practitioners, facilitating the development of agricultural product e-commerce and the revitalization of rural industries.