摘要
【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.
作者
滕奎秀
孙世勋
杨兴龙
TENG Kui-xiu;SUN Shi-xun;YANG Xing-long(School of Economics and Management,Jilin Agricultural University,Changchun 130118,China)
出处
《情报科学》
CSSCI
北大核心
2021年第10期140-145,共6页
Information Science
基金
教育部人文社会科学研究规划基金项目:供给侧改革背景下农业龙头企业技术创新的激励机制研究(16YJA790057)
吉林省科技厅软科学研究项目:深化农业供给侧改革构建我省农业科技创新体系研究(20180418007FG)
吉林省教育厅“十三五”社会科学研究重点项目:吉林省农产品加工企业创新驱动发展路径研究(吉教科文合字[2016]第138号)。
关键词
可视化农产品
营销信息
微信
传播途径
可视化监测
visualized agricultural product
marketing information
WeChat
dissemination channel
affecting factor
visual monitoring