基于网络关注度的陕西省特色农产品网络营销分析

Study on Network Marketing Strategy of Characteristic Agricultural Products in Shaanxi Province Based on Network Attention

通过收集陕西省3类9种特色农产品在2021年1月1日~2023年11月30日的网络关注度数据,利用季节性集中指数、偏好指数等方法分析特色农产品网络关注度的分布特征。结果显示:水果类特色农产品网络关注度较强,季节性分布最为明显,本地消费和出口贸易较强,年龄偏好20~29岁分布最大;蔬菜类特色农产品网络关注度较弱,季节性分布最为明显,本地消费和周边消费较为关注,年龄偏好分布最为广泛,20~50岁均有较大分布比重;茶叶类特色农产品网络关注度最强,季节性分布不够明显,地域网络关注较为广泛,30~39岁男性是该类产品的忠实消费者。为提升陕西特色农产品的竞争力,应该重视农产品的网络关注度特点,提升农产品质量,布局销售重点区域,紧抓销售旺季,精准满足消费需求,创新促销模式,因应年轻化的顾客需求,打造线上品牌,提高产品知名度。

Through Baidu index data sharing platform,this paper collects the network attention data of three types and nine kinds of characteristic agricultural products in Shaanxi Province in 2021,and analyzes the distribution characteristics of network attention of characteristic agricultural products by using seasonal concentration index,preference index and other methods.The results show that the network attention of fruit characteristic agricultural products is strong,the seasonal distribution is the most obvious,the local consumption and export trade are strong,and the distribution of age preference aged 20~29 is the largest;The network of vegetable specialty agricultural products pays less attention,with the most obvious seasonal distribution.Local consumption and surrounding consumption pay more attention,and the age preference is most widely distributed,with a large proportion of 20~50 years old;Tea characteristic agricultural products have the strongest network attention,the seasonal distribution is not obvious,and the regional network attention is more extensive.Men aged 30~39 are loyal consumers of this kind of products.In order to improve the competitiveness of Shaanxi characteristic agricultural products,we should pay attention to the network attention characteristics of agricultural products,improve the quality of agricultural products,layout key sales areas,pay close attention to the peak sales season,accurately meet consumer demand,innovate promotion mode,build online brands and improve product popularity in response to the needs of younger customers.