特色农产品在新零售环境下的营销体系革新

Innovation of Marketing System of Characteristic Agricultural Products under New Retail Environment

特色农产品的发展关系到我国农业农村经济发展和农民增收,新零售能给特色农产品的发展助力.以新技术应用、消费者为核心、提升体验为特征的新零售改变了特色农产品的生产模式、消费场景、消费体验和传播手段,革新了特色农产品的营销体系.应抓住新零售带来的营销变化和机遇,更好地推进特色农产品的发展.

The development of characteristic agricultural products is related to the development of agricultural and rural economy and the increase of &mers' income. New retailing can give impetus to the development of characteristic agricultural products. New retailing, featuring new technology application, consumen as the core and enhancing experience, has changed the production mode, consumption scenario, consumption experience and communication means of characteristic agricultural products, and has innovated the marketing system of characteristic agricultural products. The marketing changes and opportunities brought by new retailing should be seized in order to promote the development of characteristic agricultural products.