精准扶贫背景下古法红糖网络营销创新——以将乐西湖红糖为例

The Innovation of Network Marketing of Ancient Method Brown Sugar under the Background of Precise Poverty Alleviation——Taking the Brown Sugar of Jiangle Xihu as an Example

近年来,在精准扶贫背景下国家对于农产品的销售扶持力度越来越大,尤其在网络营销方面国务院出台了多项政策来推动农产品线上销售以实现“互联网+”精准扶贫,但在发展过程中也出现了一些问题亟待解决。以将乐西湖红糖为例,通过访谈与实地调查探究将乐农产品互联网扶贫瓶颈,在“一县一品”思路下,提出政府助力资源整合打造个性化将乐红糖品牌,多渠道并行增加与消费者的互动、进行趣味娱乐性传播、优化差异价格策略,推动将乐西湖红糖网络营销,更好地达到互联网扶贫效果。

In recent years,in the context of precision poverty reduction,the State Council has made more and more efforts to support the sale of agricultural products.In particular,the State Council has issued a number of policies to promote online sales of agricultural products in order to achieve"internet+"precision poverty reduction,but in the development process also appeared some questions to be solved urgently.In this paper,taking Xihu brown sugar as an example,through interviews and field investigations found Jiangle Agricultural Products Bottleneck,in the"one county,one product"thinking,put forward the integration of government-aided resources to create a personalized brand of Xihu brown sugar,multi-channel and parallel increase of interaction with consumers,entertainment communication,differential price strategy to promote the network marketing of Xihu brown sugar will be better to achieve the Internet anti-poverty effect.