数字乡村视角下茶淀玫瑰香葡萄三位一体数字化营销模式构建研究

Research on the Construction of the Trinity Digital Marketing Model for Chadian Rose Muscat Grape from the Perspective of Digital Rural Development

摘要: 在乡村振兴战略全面推进与数字农业快速发展的时代背景下，特色地理标志农产品营销数字化转型已成为推动乡村产业兴旺、实现农户稳定增收的关键路径。茶淀玫瑰香葡萄作为国家地理标志农产品以及天津市滨海新区的标志性农业产业，凭借其优良品质与产业基础成为京津冀地区特色鲜果核心代表。本文通过对茶淀地区216户葡萄种植户问卷调研、32位种植户深度访谈及京津冀地区458名消费者抽样调查获取一手数据，发现当前产业发展仍面临营销渠道单一、品牌溢价能力不足、产销信息不对称、数字化运营能力薄弱、冷链物流与质量溯源体系不完善等现实问题，严重制约产业发展与农民增收。本文以4C 营销理论、消费者总拥有成本理论、信用信任理论为整合分析框架，围绕消费者需求、购买成本、消费便利、互动沟通四大维度系统剖析茶淀玫瑰香葡萄营销现状与核心瓶颈，选取茶淀街2家示范性葡萄专业合作社开展模式试点应用与案例追踪，构建“直播 + 社群 + 溯源”三位一体精准营销模式，有效提升茶淀玫瑰香葡萄品牌价值，促进农民增收，同时为京津冀地区同类特色农产品数字化营销创新、助力乡村产业振兴提供可借鉴的实践范式。

Abstract: Against the backdrop of the full implementation of the rural revitalization strategy and the rapid development of digital agriculture, the digital transformation of marketing for distinctive geographical indication agricultural products has become a critical pathway to promoting the prosperity of rural industries and achieving steady income growth for farmers. As a national geographical indication agricultural product and the iconic agricultural industry of Tianjin Binhai New Area, Chadian Muscat Grape has emerged as a core representative of characteristic fresh fruits in the Beijing-Tianjin-Hebei region due to its excellent quality and solid industrial foundation. Based on first-hand data obtained from a questionnaire survey of 216 grape growers, in-depth interviews with 32 growers in Chadian, and a sample survey of 458 consumers in the Beijing-Tianjin-Hebei region, this study finds that the current industrial development is still constrained by practical problems, including single marketing channels, insufficient brand premium capacity, asymmetric production and sales information, weak digital operation capacity, and imperfect cold-chain logistics and quality traceability systems, which severely restrict industrial development and farmers’ income growth. Taking the 4C marketing theory, consumer total cost of ownership theory, and credit trust theory as an integrated analytical framework, this paper systematically analyzes the marketing status and core bottlenecks of Chadian Muscat Grape from four dimensions: consumer demand, purchase cost, consumption convenience, and interactive communication. It selects two demonstrative grape professional cooperatives in Chadian Street for model pilot application and case tracking, and constructs a trinity precision marketing model of “live streaming + community + traceability”. This model effectively enhances the brand value of Chadian Muscat Grape and boosts farmers’ income, and meanwhile provides a replicable practical paradigm for digital marketing innovation of similar characteristic agricultural products in the Beijing-Tianjin-Hebei region to support the revitalization of rural industries.