山西省精准扶贫与创新农产品精准营销路径

The Targeted Poverty Alleviation of Shanxi Province and Its Targeted Marketing Innovation of Agricultural Products

精准扶贫是打赢脱贫攻坚战、全面建成小康社会的重大战略举措。山西省贫困地区较多,贫困的原因也很多,而农产品销售不畅是其中之一。在精准扶贫背景下,结合农产品精准营销的相关文献和山西省精准扶贫工作实际,就破解农产品传统营销模式局限,可从精准营销角度解决农产品销售难题,确立政府、电子商务协会和企业在相关工作中的主导作用,精准识别贫困户和消费者。通过引导超市、餐饮等集团客户精准对接;利用社群工具与消费者精准对接;借助电子商务平台与市场精准对接等精准扶贫背景下农产品精准营销创新路径,为促进相关地区贫困农民增收,早日脱贫致富提供参考。

Targeted poverty alleviation is a significant strategic move for the fight against poverty and the building of a moderately well-off society in an all-round way.There are many poverty-stricken places in Shanxi Province,and there are also many reasons for poverty.It is one of the reasons that agricultural products are not selling well.In the perspectives of breaking the limitations of traditional marketing mode of agricultural products and targeted marketing,a deep discussion on the problem of difficult sales of agricultural products is made in the background of targeted poverty alleviation,based on relevant literature on targeted marketing of agricultural products and the practice of targeted poverty alleviation in Shanxi Province.The discussion clarifies the leading role governments at all levels,e-business associations and enterprises should play in relevant work and the identification and localization of poor households and consumers.As a way to innovate the targeted marketing of agricultural products in the background of targeted poverty alleviation,it is put forward that group customers such as supermarkets and catering enterprises should be guided to make targeted connection with poor households,social communities employed to make targeted connection with consumers,and e-commerce platforms used to make targeted connection with market,so as to provide reference for poor farmers to increase income and alleviate poverty as early as possible.