数字化背景下农产品市场营销优化策略分析--以象山县晓塘乡“红美人”为例

Analysis of Marketing Optimization Strategy for Producein the Context of Digitalization--A Case Study of"Red Beauty"in Xiaotang Township,Xiangshan County

随着物联网技术的进步,数字技术逐步应用于农业领域中,数字经济是浙江的一大名片,农业产品在市场营销阶段的数字化转型是农户实现共同富裕的重要途径之一。该文通过市场调研和营销实践情况,分析宁波象山县经济作物的代表“红美人”在互联网营销平台中的销售现状。结合农产品营销特点,积极探索数字化背景下农产品营销策略的优化建议。

With the progress of Internet of Things technology,digital technology is gradually applied in the field of agriculture.Digital economy is a big business card of Zhejiang.The digital transformation of produce in the marketing stage is one of the important ways for farmers to achieve common prosperity.Through market research and marketing practice,this paper analyzes the sales situation of"Red Beauty",the representative of cash crops in Xiangshan County,Ningbo,on the Internet marketing platform.According to the characteristics of agricultural product marketing,it is expected to actively explore the optimization suggestions of agricultural product marketing strategy in the digital context.