“共享经济”背景下安徽省农产品广告传播策略

Research on Agricultural Products Advertising Communication Strategies in Anhui Province under the Background of"Shared Economy"

安徽省地理位置优越,农业资源丰富,造就了一批具有地域特色的农产品。在"共享经济"背景下,安徽省农产品广告传播暴露出意识淡薄、代理公司可靠性差、媒介采纳失衡、农产品文化内涵挖掘不足等问题,无法适应共享经济发展需要,优质农产品未得到充分推广。提升广告传播意识,树立信息共享观念;病毒性人际传播替代广告代理,降低信息共享成本;传统媒介融合新媒体,丰富信息共享渠道;线上线下无缝对接,提升信息共享效率;广告内容生活化、故事化、情感化,营造公众共享话题等对策,为新时代安徽省农产品广告传播提供决策参考。

Anhui Province has a superior geographical location and abundant agricultural resources,which has created a batch of agricultural products with regional characteristics.However,in the context of the"sharing economy",its advertising has exposed weak awareness,poor agency reliability,unbalanced media adoption,and inadequate mining of agricultural products Problems such as the inability to meet the needs of the development of the sharing economy,and high-quality agricultural products have not been fully promoted.It is proposed to rise the awareness of advertising communication and establish the concept of information sharing;viral interpersonal communication to replace advertising agency and reduce the cost of information sharing;the integration of tradition media with new to enrich information sharing channels;seamless online and offline connection,to improve the efficiency of information sharing,to make the concept of advertising become life,story and emotion,and to create the topic of public sharing.