数字化经济背景下电商赋能特色农产品网络营销策略创新研究——以贵州省凯里酸汤产品系列为例

Research on the Innovation of Network Marketing Strategy for Special Agricultural Products in the Context of Digital Economy—Taking Guizhou Province’s Kaili Sour Soup Product Series as an Example

摘要: 数字化技术正不断突破传统营销方式的种种壁垒，助力解决产销信息不对称、沟通渠道单一、流通效率低下等问题。本研究以国家级非遗“凯里酸汤”产品系列营销为典型案例，深入探讨在数字化经济背景下，如何利用电子商务工具对其进行全方位的网络营销赋能。文章将从产品形态多元化、渠道矩阵立体化、品牌文化IP化、数字化技术创新实现的精准触达与供应链优化四个核心维度，提出一套针对“凯里酸汤”这类具有高辨识度但市场渗透不足的特色农产品的创新网络营销策略，旨在为同类产品的数字化营销突围提供可复制的范式。

Abstract: Digital technology is constantly breaking through the barriers of traditional marketing methods, helping to solve problems such as asymmetric information between production and sales, single communication channels and low circulation efficiency. This study takes the national intangible cultural heritage Kaili Sour Soup as a typical case to deeply explore how to use e-tools to empower its all-round online marketing under the background of the digital economy. The article will propose an innovative online marketing strategy for distinctive agricultural products like Kaili Sour Soup, which boasts high recognition yet insufficient market penetration from four core dimensions: the diversification of product forms, the IP-oriented development of brand culture, the three-dimensionalization of channel matrices, and the precise customer reach and supply chain optimization enabled by digital technology innovation. It aims to provide a replicable model for the digital marketing breakthrough of similar products.