共同富裕视角下广西武鸣沃柑短视频营销研究

短视频营销是促进广西武鸣沃柑营销的重要方式,是提高农业经营主体收入水平的重要渠道。该文通过运用4I营销理论,以武鸣沃柑作为具体研究对象,以实证调查分析为途径,找出广西武鸣沃柑短视频营销中存在的问题;最后,针对存在的问题提出要从增强内容制作的趣味性、开展个性化的精准营销、提高用户沟通的效率和满足用户的利益需求4个方面开展短视频营销。

Short video marketing is an important way to promote the marketing of Wuming orah in Guangxi,a kind of citrus planted in Guangxi,and an important channel to improve the income of agricultural operators.Using Four I'sMarketing Theory,taking Wuming orah as the specific research object,and by means of empirical investigation and analysis,this paper finds out the problems existing in Guangxi's Wuming orah short video marketing.Finally,in view of the existing problems,it is proposed to carry out short video marketing from four aspects:enhancing the interest of content production;carrying out personalized accurate marketing;improving the efficiency of user communication;and meeting the interests and needs of users.