电子商务时代农产品网络营销的创新研究

Innovative Research on Agricultural Product Network Marketing in the E-Commerce Era

摘要: 在电子商务技术飞速发展与乡村振兴战略深入推进的双重背景下，农产品网络营销成为突破传统农业销售壁垒、推动农业产业升级的重要路径。本文以电子商务时代为研究背景，通过分析农产品网络营销的发展现状与现存问题，结合新媒体技术应用与产业发展实际，从政府引导、品牌建设、营销模式、人才培养等维度提出农产品网络营销的创新策略，旨在为提升农产品市场竞争力、实现农民增收与农业经济高质量发展提供理论参考与实践路径。

Abstract: Under the dual circumstances of the rapid development of e-commerce technology and the in-depth implementation of the rural revitalization strategy, agricultural product online marketing has become an important path to break through the barriers of traditional agricultural sales and promote the upgrading of the agricultural industry. This article takes the e-commerce era as the research background, by analyzing the current development status and existing problems of agricultural product online marketing, combined with the application of new media technology and the actual development of industries, proposes innovative strategies for agricultural product online marketing from dimensions such as government guidance, brand building, marketing models, and talent cultivation. The aim is to provide theoretical references and practical paths for enhancing the market competitiveness of agricultural products, achieving farmers’ income increase and high-quality development of the agricultural economy.