乡村振兴背景下新媒体助力茶叶营销的策略研究

Research on the Strategies of New Media Assisting Tea Marketing in the Context of Rural Revitalization

实施乡村振兴战略,是党的十九大作出的重大决策部署,国家不断加大人力投入、物力配置、财力保障,全面推进乡村农业农产品的发展,但我国农业基础还不稳固,农业发展仍存在众多问题。如何将乡村振兴战略切实落实到农村发展中,结合当地农村经济社会发展的具体实际情况和茶产业发展现状,充分利用新媒体进一步探索当地茶产业的发展和营销路径是一条重要途径。本文以徽州区黄山毛峰为例,阐述了黄山毛峰的基本情况及营销策略的具体实施情况,分析了乡村振兴战略背景下新媒体助力黄山毛峰的营销策略,提出了茶产业进一步发展的建议,为同类乡村发展提供借鉴。

The implementation of the rural revitalization strategy is a major decision and deployment made at the 19th National Congress of the Communist Party of China. The country continues to increase investment in manpower, material resources, and financial support, comprehensively promoting the development of rural agriculture and agricultural products. However, China’s agricultural foundation is still unstable, and there are still many problems in agricultural development. How to effectively implement the rural revitalization strategy into rural development, combined with the specific practical situation of local rural economic and social development and the current situation of tea industry development, and fully utilize new media to further explore the development and marketing path of local tea industry is an important way. Taking Mount Huangshan Maofeng in Huizhou District as an example, this paper expounds on the basic situation of Mount Huangshan Maofeng and the specific implementation of its marketing strategy, analyzes the marketing strategy of new media helping Mount Huangshan Maofeng under the background of the rural revitalization strategy, and puts forward suggestions for further development of the tea industry to provide reference for similar rural development.