4I理论视角下休闲农场营销策略分析

Analysis of Leisure Farm Marketing Strategy from the Perspective of 4I Theory

农业农村部明确指出要在农业领域推动传统营销和现代营销相融合,创新品牌营销方式,实施精准营销服务。休闲农场作为农业新业态,积极开展现代化和市场化营销是保持其新鲜活力的有效途径。基于4I营销理论,根据休闲农场经营特点,围绕趣味性、利益性、交互性、个性化等原则,提出打造体验式营销,提升趣味性;满足顾客需求,实现双方共赢;推进社交化营销,提升互动性;实施精准化营销,打造个性化服务的对策建议,以提升休闲农场综合效益。

The Ministry of Agriculture and Rural Affairs clearly pointed out that it is necessary to promote the integration of traditional marketing and modern marketing in the field of agriculture,innovate brand marketing methods and implement precision marketing services.As a new form of agriculture,actively carrying out mod-ernization and market-oriented marketing is an effective way to maintain its freshness and vitality.Based on 4I marketing theory,according to the management characteristics of leisure farm,and focusing on the principles of fun,interest,interaction and personalization,this paper puts forward the countermeasures to create experiential marketing and improve interest,meet customer needs and achieve win-win results for both parties,promote so-cial marketing and enhance interactivity,implement precise marketing and create personalized services to im-prove the comprehensive benefits of leisure farms.