基于数字乡村战略的农副产品电子商务新媒体营销策略研究

Research on New Media Marketing Strategy of Agricultural and Sideline Products E-commerce Based on Digital Village Strategy

基于数字乡村战略借助数字技术及新媒体营销赋能农副产品销售,解决农副产品销售难、利润低的难题,帮助农业生产者增收致富,是本文的研究目的。通过将传统媒体营销与新媒体营销对比分析发现,农副产品借助新媒体开展营销的优势包括:能够降低宣传成本、简化流通环节、更加贴合用户需求、以喜欢的内容为主。然而,目前农副产品利用借助新媒体展开营销时,存在缺乏电子商务新媒体营销意识、电子商务新媒体营销系统规划不完善、缺乏专业化的新媒体营销人才等问题。因此需要树立新媒体营销思维、开展新媒体营销的系统性规划并培养或招纳专业新媒体营销人才。借助于短视频+达人带货、社群裂变营销等新媒体营销模式实现农副产品的新媒体营销。

The research purpose of this paper is to empower the sales of agricultural and sideline products based on the digital village strategy, with the help of digital technology and new media marketing, solve the problems of difficult marketing and low profits of agricultural and sideline products, and help agricultural producers increase their income and live a well-off life. Through the comparative analysis of traditional media marketing and new media marketing, this paper found that the advantages of agricultural and sideline products marketing with the help of new media include: reduce the propaganda cost,simplify the circulation links, better meet the needs of users, and focus on favorite content. However, at present, when agricultural and sideline products are marketed with the help of new media, there are some problems, such as lack of awareness of e-commerce new media marketing, imperfect planning of e-commerce new media marketing system and lack of specialized new media marketing talents. Therefore, it is necessary to establish new media marketing thinking, carry out systematic planning of new media marketing, train or recruit professional new media marketing talents, and realize new media marketing of agricultural and sideline products by means of new media marketing modes such as short video + influencer online marketing and community fission marketing.