扶贫助农电商平台的营销信息特征及其影响分析

Characteristics and Influence of Marketing Information in the Poverty Relief e-Commerce Platform

[目的 /意义]利用电子商务平台推进贫困地区农产品销售是实现扶贫助农的重要手段。有效识别助农电商平台营销的话语特征及其影响,有助于为构筑可持续精准扶贫的创业服务提供现实参考,对精准扶贫话语的良性构建提供依据。[方法 /过程]基于对3个代表性微信电商平台营销文案的质性数据分析,梳理其营销手段和话语特征,并据此构建实验设计和访谈提纲,以在校大学生群体为受访对象,检验前述质性研究发现并提取影响因素,进而分析此类营销文案可能的持续性以及潜在影响。[结果 /结论]助农电商平台营销方式至少存在促销推广、健康营销、明星营销、直接营销、新闻营销和情感营销等6类营销方式。就大学生群体而言,不同营销方式效果差异较大,情感营销有可能导致扶贫话语发生偏移,存在扶贫助农的信任危机风险。

[Purpose/Significance]E-commerce platforms take critical part in the promotion of the sale of agricultural products in poor areas and achieve poverty alleviation goals.It is essential to identify the characteristics and influences of the marketing information in the platforms and will provide a realistic reference for the establishment of sustainable targeted poverty alleviation.[Method/Process]Based on qualitative data collected from three typical WeChat e-commerce platforms,characteristics of marketing information have been concluded.Besides on the basis of constructing the experimental design and the interview to college students,the influence and sustainability of different approaches has been discussed.[Results/Conclusions]There are at least six marketing approaches,including promotion marketing,health marketing,star marketing,direct marketing,news marketing and emotional marketing.As for college students,the effects of different marketing methods vary greatly,and emotional marketing may lead to the deviation of poverty alleviation discourse,and there is a risk of trust crisis of poverty alleviation and rural assistance if emotional marketing is abused.