基于大数据挖掘的粤东地区农产品精准营销路径研究

Research on the Precision Marketing Path of Agricultural Products in Eastern Guangdong based on Big Data Mining

党的乡村振兴战略提出以来,我国农产品行业进入高速发展阶段。当前,国家各部委联合印发的《关于实施“互联网+”农产品出村进城工程的指导意见》工程稳步推进、粤港澳大湾区“菜篮子”工程如火如荼地进行、新媒体和信息技术的快速发展等,给粤东地区农产品销售带来机遇的同时也面临着危机。面对这些威胁,粤东地区农产品企业应该居安思危,更深入地了解消费者的需求,有针对性地开展营销活动。本文将通过数据挖掘,构建粤东地区农产品用户画像,基于用户画像,提出粤东地区农产品在全国精准营销的建议,以期提高粤东地区农产品市场的竞争力,提升粤东地区农产品的品牌影响力,促进粤东经济的发展,全面推进粤东地区的乡村振兴。

Since the party's rural revitalization strategy was proposed,China's agricultural product industry has entered a stage of rapid development.At present,the"Guiding Opinions on the Implementation of the"Internet+"Agricultural Products Out of the Village and into the City Project"jointly issued by various ministries and commissions of the state is steadily advancing,the"vegetable basket"project in the Guangdong-Hong Kong-Macao Greater Bay Area is in full swing,and the rapid development of new media and information technology has brought opportunities to the sales of agricultural products in eastern Guangdong and is also facing a crisis.In the face of these threats,agricultural product enterprises in eastern Guangdong should think of danger in times of peace,have a deeper understanding of the needs of consumers,and carry out targeted marketing activities.Based on user portraits,this paper will construct user portraits of agricultural products in eastern Guangdong,and based on user portraits,put forward suggestions for the precision marketing of agricultural products in eastern Guangdong throughout the country,in order to improve the competitiveness of the agricultural products market in eastern Guangdong,enhance the brand influence of agricultural products in eastern Guangdong,promote the economic development of eastern Guangdong,and comprehensively promote the revitalization of rural areas in eastern Guangdong.