我国创意农业营销传播中存在的问题与对策——基于创新扩散视角

Problems and Countermeasures of China's Creative Agriculture in Marketing and Communication: Innovation Diffusion Perspective

将我国创意农业的经营者分为三种类型:精英农民、工商资本家及政府主导的与当地农民的联合体,从营销传播视角分析这三类经营者的特征、目标市场、营销内容、营销方式、营销管理特点。最后运用创新扩散理论,针对三类经营者在营销传播中存在的问题分别提出对策。

The operators of creative agriculture in China are divided into three types, elite farmers, industrial and commercial capitalists and government-led association with local farmers. This paper analyzes their characteristics, target market, marketing content and marketing management features, etc. , from the perspective of marketing com-munications. Finally it puts forward countermeasures on the problems existing in the marketing communication of the three types operators, on the basis of the theory of innovation diffusion.