农产品粉丝营销模式研究

Research on Marketing Modes of Agricultural Products Fans

在技术创新与电商平台赋能的推动下,"粉丝"消费成为重要的消费方式,国内农产品粉丝营销也迎来了快速发展的窗口。在此背景下,针对当前农产品粉丝营销出现的问题,提出了农产品粉丝营销三板斧—"SBES"策略,以实现农产品粉丝营销新突破,以期促进农产品销售。

Driven by technological innovations and empowered by e-commerce platforms,"fans"consumption has become one of the important consumption modes,accordingly,the"fans"marketing for agricultural products in China has also achieved rapid development.Against this background,in order to solve the problems existing in the current"fans"marketing for agricultural products such as the lack of trust,easy-to-imitate selling points,insufficient brand resonance,low per customer transaction and slow"fans"conversion etc.,relevant countermeasures have been put forward in this paper,such as implementing the most useful strategy for the"fans"marketing of agricultural products,namely,the"SBE’S"strategy,to realize"fans"marketing in depth;promoting content marketing construction to enhance brand resonance;coordinating three elements of communication to gain effective communication as well as establishing multi-industry alliances for coordinated development."Fans"marketing for agricultural products can be expected to obtain new breakthroughs to promote the sales of agricultural products.