基于微信的可视化农产品营销信息传播途径研究

The Dissemination Channels and Promotion Strategies of Visualized Agricultural Product Marketing Information Based on WeChat

【目的/意义】探索微信传播可视化农产品营销信息的传播途径,有利于提升可视化农产品营销信息传播效率。【方法/过程】通过阐述可视化农产品内涵及其营销信息传播过程中面临的现实问题,理论分析出微信传播模式是可视化农产品营销信息传播的有效模式,进一步剖析可视化农产品营销信息在微信群聊、微信公众号、微信小程序等模式下的传播途径。【结果/结论】可视化农产品作为农产品的一种新型产销模式,其传统的营销信息传播模式必须做出变革。【创新/局限】微信营销信息传播促进资源跨界整合,微信小程序将"线上系统"+"线下系统"+"可视化监测系统"相融合,是可视化农产品营销信息传播的最佳途径。

【Purpose/significance】Exploring the way of WeChat to disseminate visualized agricultural product marketing information is conducive to improving the efficiency of visualized agricultural product marketing information dissemination.【Method/process】Through elaborating the connotation of visualized agricultural product and the practical problems of its marketing information dissemination,theoretical analysis shows that WeChat communication mode is an effective mode of visualized agricultural product marketing information dissemination.This paper further analyzes visualized agricultural product marketing information dissemination channels by WeChat group chat,WeChat public account and WeChat small program and its affecting factors,and puts forward some corresponding promotion strategies.【Result/conclusion】As a new production and marketing mode of agricultural products,the traditional marketing information dissemination mode of visual agricultural products must be changed.【Innovation/limitation】WeChat marketing information communication promotes cross-boundary integration of resources.WeChat small program integrates"online system"+"offline system"+"visual monitoring system",which is the best way to disseminate visualized agricultural product marketing information.