乡村振兴背景下的“互联网+”农产品营销策略

Marketing Strategies of“Internet+”Agricultural Products in the Context of Rural Revitalization

乡村振兴背景下,依托现代信息科技实现绿色农业产业升级成为重要课题。“互联网+”农产品营销可以使消费者直观感受产品生产环境、品质特性;进一步了解包装形态、品牌特质;实现农产品销售旺势;同时展现新农村面貌并促进农民就业创业。其营销策略包括构建区域特色农产品品牌、农业电商品牌;推动农业直播电商营销与农产品物流供应链建设;精准定位和透明化网络销售;展现从田间到餐桌的全产业链过程,确保消费者能够购买到优质农产品。

It has become an important subject to achieve industrial upgrading of green agriculture based on modern information technology in the context of rural revitalization.And marketing by internet+agricultural products will enable the consumers to directly see the production environment and quality characteristics of the products,and get further information about the packaging forms and brand attributes,so as to achieve a boost in the sales of products,show the looks of new rural areas and promote the employment and entrepreneurship of farmers.The marketing strategies consist of the following:building regional featured agricultural product brands and agricultural e-commerce brands;promoting marketing by agricultural live-streaming e-commerce and construction of logistics supply chain for agricultural products;precisely-targeted and transparent network selling;presenting the whole industrial chain from farmland to dining tables,so as to ensure that the consumers can buy high-quality agricultural products.