粉丝经济模式下农产品营销问题的研究

Research on the Marketing of Agricultural Products with the Fan Economy Model

近年来,粉丝消费成为重要的消费方式,粉丝经济受到人们广泛关注,同时为农产品销售提供了新的方式。本文主要研究粉丝经济模式下农产品的营销问题:首先,论述了粉丝经济的内涵及其与传统的营销模式相比具有的新特征;其次,分析当前条件下应用“粉丝经济+农产品”的挑战与难点;最后,分别从粉丝经济模式的创新、农产品调整的角度提出粉丝经济模式下农产品营销的具体可行路径,实现“粉丝经济+农产品”的创新与发展。

In recent years,fan consumption has become an important consumption model,and the fan economy is gaining attention from people,which provides new paths for the marketing of agricultural products.To mainly study the marketing of agricultural products with the fan economy model,this paper fi rstly discusses the connotations of the fan economy and its new features compared with the traditional marketing models.Secondly,it analyzes the challenges and diffi culties of applying“fan economy plus agricultural products”under the current conditions.Finally,the specifi c feasible paths for marketing agricultural products with the fan economy model are proposed from the perspectives of the innovation of the fan economy models and adjustment of agricultural products to realize the innovation and development of“fan economy plus agricultural products”.