“新零售”背景下吉林省农产品对老年消费群体营销存在的问题及对策

Problems and Countermeasures of Marketing of Jilin Province's Agricultural Products in Elderly Consumer Groups under the Background of"New Retail"

近年来我国老年消费群体不断壮大,“老年”这个特殊的消费群体,既有闲暇时间,又有一定的经济基础,越来越多的老年人通过电商平台或者直播间购买的方式进行消费,其中食品的购买比重较高,而老年人在进行食品消费时更加青睐绿色健康无污染的农产品。当前,吉林省农产品在老年消费群体中具有绿色、环保、质优的营销优势,但由于营销手段单一、品牌效应较弱、配套物流体系不健全,导致农村“新零售”销售额与电商大省仍有较大差距。为此,亟需通过加强政策引导,有效提升老年网上购物服务体验。通过加快建设符合老年消费群体品质要求的物流体系,逐步在老年消费群体中建立品牌优势,发展多元化的针对老年消费群体的营销渠道,针对老年群体消费需求升级农产品购物配套服务,助力吉林省农产品在“新零售”背景下实现跨越式发展。

In recent years,the elderly consumer groups in China have been growing.The"elderly"special consumer groups have both leisure time and a certain economic foundation.More and more elderly people buy through e-commerce platforms or live broadcast rooms.For the whole consumption of the elderly,the proportion of food purchases is relatively high,and they prefer green,healthy and pollution-free agricultural products.At present,agricultural products in Jilin province have green,environmentally friendly and high-quality marketing advantages among the elderly consumer groups.However,due to the single marketing method,weak brand effect,and imperfect supporting logistics system,there is still a big gap in the sales of"new retail"between Jinlin and some other e-commerce provinces.To this end,it is urgent to strengthen policy guidance to effectively improve the online shopping service experience for the elderly.By accelerating the construction of a logistics system that meets the quality requirements of the elderly consumer groups,we should gradually establish brand advantages among the elderly consumer groups,develop diversified marketing channels for them,and upgrade the supporting services for agricultural products shopping according to the elderly's needs.Finally we will achieve leaping development under the background of"new retail".