地理标志产品的电商营销策略研究——以南京盐水鸭为例

Research on E-Commerce Marketing Strategies for Geographical Indication Products—A Case Study of Nanjing Brined Duck

摘要: 随着科学技术的进步，衍生出人工智能、大数据等智能传播媒介，智媒传播时代正在到来，信息的生产、传播和消费方式正在发生变革。盐水鸭作为南京的特色美食，其历史悠久，随着现代生产模式的建立，盐水鸭已经形成特色产业、文化及区域品牌。近年，数字电商快速渗透传统实体经济，盐水鸭产业突破线下销售局限，实现线上市场的扩容。但当前行业普遍存在的品牌同质化、文化赋能不足、产品创新滞后、营销渠道单一、用户粘性薄弱等问题，制约了产业规模化、品牌化、国际化发展。论文以南京盐水鸭为研究内容，基于整合营销传播理论，以青年群体为研究对象，通过文献研究法和案例研究法探究南京盐水鸭电商营销的优势与困境，提出兼具文化性和时代性的多维优化策略，为实现南京特色餐饮产业高质量发展与地域文化IP的市场化传播提供路径。

Abstract: With the advancement of science and technology, intelligent communication media such as artificial intelligence and big data have emerged, heralding the advent of the intelligent media communication era, in which the modes of information production, dissemination, and consumption are undergoing profound transformation. As a distinctive gastronomic specialty of Nanjing with a long-standing history, Nanjing brined duck has evolved into a characteristic industry, cultural symbol, and regional brand through the establishment of modern production models. In recent years, the rapid penetration of digital e-commerce into the traditional real economy has enabled the brined duck industry to transcend the limitations of offline sales and achieve online market expansion. However, the industry currently faces widespread challenges, including brand homogenization, insufficient cultural empowerment, lagging product innovation, singular marketing channels, and weak user stickiness, all of which constrain the large-scale, brand-oriented, and internationalized development of the sector. Taking Nanjing brined duck as the research subject and young consumer groups as the research object, this study is grounded in integrated marketing communication theory. Utilizing literature research and case study methods, it investigates the advantages and predicaments of e-commerce marketing for Nanjing brined duck, and proposes multi-dimensional optimization strategies that embody both cultural depth and contemporary relevance. The research aims to provide pathways for achieving high-quality development of Nanjing’s distinctive catering industry and the market-oriented dissemination of regional cultural intellectual property.