乡村振兴背景下非遗长乐甜酒数字化营销研究--以湖南长乐金福公司为例

Research on Digital Marketing of Intangible Heritage Changle Sweet Wine under the Background of Rural Revitalization--Taking Hunan Changle Jinfu Company as an Example

在数字经济下,农产品及其衍生产品数字化发展面临新机遇和多挑战。本研究以乡村振兴为背景,探讨湖南长乐甜酒的数字化营销方案。基于问卷调查和深度访谈分析了长乐甜酒市场现状,提出短期销售策略、中期业务战略和长期公司战略三个阶段数字化营销方案。短期销售策略旨在通过社交媒体活动、内容营销与故事讲述等方式提升品牌知名度和在线可见度,吸引用户关注。中期业务战略则致力于深化品牌与消费者之间的互动,利用数据分析驱动精准营销决策,提高用户参与度。长期公司战略强调通过创新和持续改进来建立持久的品牌忠诚度,发展合作伙伴关系,强化客户关系管理,以维持竞争优势。本研究成果可为长乐甜酒乃至其它乡村特色产品数字化营销提供有益参考,助力乡村振兴战略的实施。

This study,set against the backdrop of rural revitalization,explores the digital marketing strategies and optimization plans for Changle Sweet Wine in Hunan Province.In the current wave of digital transformation,Changle Sweet Wine,as a local specialty product with profound cultural heritage,faces new development opportunities.The paper first analyzes the market status of Changle Sweet Wine,then proposes short-term sales strategies,medium-term business strategies,and long-term corporate strategies for optimizing its digital marketing.Short-term sales strategies aim to quickly enhance brand visibility and online presence through social media activities,content marketing,and storytelling to attract user attention.Medium-term business strategies focus on deepening interactions between the brand and consumers by leveraging data-driven decision-making to improve user engagement.Long-term corporate strategies emphasize building lasting brand loyalty through innovation and continuous improvement,developing partnerships,and strengthening customer relationship management to maintain competitive advantage.The findings of this research can provide valuable references for the digital marketing of Changle Sweet Wine and other local specialty products.