“互联网 + 三农”背景下农产品网络营销策略分析

Analysis on the Online Marketing Strategies for Agricultural Products under the Background of “Internet Plus Agriculture, Rural Areas and Farmers”

摘要: 在“互联网 + 三农”战略深入推进的背景下，农产品网络营销已成为促进农业现代化和乡村振兴的重要路径。本文基于近年中央一号文件政策导向及《2025中国农产品电商发展报告》数据，系统分析了当前农产品网络营销的发展现状与存在问题。同时针对发现的问题本文提出“互联网 + 三农”背景下农产品网络营销的创新路径。研究认为通过政府、企业、院校及农户多方协同，构建基础设施完善、人才支撑有力、物流体系健全、标准规范统一、营销手段创新的农产品网络营销生态，方能有效破解农产品销售问题，推动农业产业转型审计，实现乡村振兴战略目标。

Abstract: Against the backdrop of the advancing “Internet Plus Agriculture, Rural Areas and Farmers” strategy, online marketing of agricultural products has become a crucial pathway for promoting agricultural modernization and rural revitalization. Based on the policy orientations of recent Central No. 1 Documents and data from the 2025 China Agricultural Products E-commerce Development Report, this paper systematically analyzes the current development status and existing problems of online marketing for agricultural products. In response to the identified issues, this paper proposes innovative approaches for agricultural product online marketing under the “Internet Plus Agriculture, Rural Areas and Farmers” context. The study concludes that through multi-party collaboration among government, enterprises, educational institutions, and farmers, building an online marketing ecosystem for agricultural products with complete infrastructure, strong talent support, sound logistics systems, unified standards, and innovative marketing methods can effectively solve sales challenges, promote the transformation and upgrading of the agricultural industry, and achieve the strategic goals of rural revitalization.