“一带一路”背景下饲料企业新媒体传播路径的创新发展

Innovative development of new media communication path of feed enterprises under the background of the belt and road initiative

在“一带一路”背景下,我国饲料企业的出口贸易也发生了巨大变化,饲料企业迎来了前所未有的发展机遇(张晓宁,2021)。但传统饲料企业普遍存在信息不对称的问题,同一饲料厂的配方产品也会受地区差异的影响而发生价格波动。此外,经销商和代理商肩负着销售的主要责任,饲料企业的营销路径较为单一。新媒体营销具备打破信息壁垒、去广告化效应、提高用户接受度等特征,有助于饲料企业拓展营销路径。与此同时,缺少营销技术、营销模式落后、营销理念老套等问题抑制了企业营销的有效性,因此,饲料企业必须努力提高营销科技化,降低营销成本,转变营销理念,创新营销模式,进一步提升企业营销效果。

Under the background of“Belt and Road”,the export trade of China’s feed enterprises has also undergone great changes,and the feed enterprises have ushered in unprecedented development opportunities(ZhangXiaoning,2021).However,the traditional feed enterprises generally have the problem of information asymmetry,and the formula products of the same feed factory will also be affected by regional differences and the price changes.In addition,dealers and agents shoulder the main responsibility of sales,and the marketing path of feed enterprises is relatively single.However,new media marketing has the characteristics of breaking information barriers,deadvertising effect,and improving user acceptance,which helps feed enterprises to expand the marketing path.At the same time,the lack of marketing technology,backward marketing mode,old marketing concept and other problems inhibit the effectiveness of enterprise marketing,so enterprises must strive to improve marketing technology,reduce marketing costs,change marketing concept,innovate marketing mode,to achieve the improvement and progress of the marketing effect of feed enterprises.