社群经济视角下粤北特色农产品品牌提升及推广策略研究

Study on Brand Promotion and Marketing Strategies of Characteristic Agricultural Products of North Guangdong from the Perspective of Community Economy

互联网时代为农产品的宣传推广提供了更多的有效途径,社群经济生态圈对促进农产品的可持续发展发挥了重要的作用。本文以社群经济为视角探讨了粤北特色农产品的发展优势及推广过程中存在的不足,为更好地发挥农业经济的引领作用,解决好"三农"问题,社群平台应加大自媒体行业管理,规范市场秩序;政府应完善物流体系,拓宽销售渠道;商家应立足产品优势,打造品牌特色;农户应树立合作意识,建立产品多元化发展模式。多方联动以促特色农产品在社群经济生态圈更好地发展。

The Internet era provides more effective ways for the promotion of agricultural products,and the ecosystem of community economy plays an important role in promoting the sustainable development of agricultural products.From the persperctive of community economy,the paper discusses the develpment advantages and the marketing disadvantages for characteristic agricultural products in North Guangdong.In order to give full play to the leading role of agricultural economy and solve the problem of"agriculture,countryside and farmers",the community platform should strengthen the management of the we media industry and standardize the market order;the government should perfect the logistics system and broaden the sales channels;merchants should base themselves on product advantages and create brand characteristics;farmers should establish cooperation consciousness and establish product diversification development model.Multi-party linkage should be established to promote the better development of characteristic agricultural products in the community economic ecological circle.