新零售时代国内农产品网络营销策略创新分析  

Innovation of Domestic Agricultural Products Network Marketing Strategy in the New Retail Era

作　　者：尚媛媛 桂琳 Shang Yuanyuan;Gui Lin(Economics and Management School,Beijing University of Agriculture,Research Base of Beijing New Rural Construction,Beijing 102206)

机构地区：[1]北京农学院经济管理学院/北京新农村建设研究基地,北京102206

出　　处：《农业展望》2020年第6期129-132,共4页Agricultural Outlook

基　　金：2020年北京农学院学位与研究生教育改革与发展项目(2020YJS053);2019年学位点建设(研究生工作站建设)(2136016008/032)。

摘　　要：面对日益提升的互联网信息技术以及新冠肺炎疫情带来的市场变革,新零售已经成为中国所有行业快速占据市场份额的必经之路。在新零售快速发展的时代背景下,网络直播、短视频等新兴网络营销形式弥补了农产品传统营销的缺陷,加快了农产品上行。为了使农产品营销更好地与新零售相融合,解决农产品卖难扶贫问题,在总结当前农产品网络营销创新策略的基础上,分析了国内农产品采取创新营销策略过程中存在的问题,并根据目前存在的不足提出了促进农产品网络营销发展的对策建议。Faced with the ever-increasing internet information technology and market changes brought about by the COVID-19 epidemic, the new retail has become the only way for all industries in China to quickly gain market share. In the context of the rapid development of new retail, new online marketing forms such as live broadcast and short videos have made up for the shortcomings of traditional marketing of agricultural products,and accelerated the supply of agricultural products. In order to better integrate the marketing of agricultural products with new retail and solve the problems of agricultural products with sale difficulty and poverty relief,based on summarizing the current innovative strategies of agricultural products online marketing, the problems existing in the process of adopting innovative marketing strategies for domestic agricultural products were analyzed, and countermeasures and suggestions on promoting the development of agricultural products network marketing were put forward.

关 键 词：新零售 网络营销 农产品 “互联网+” 农产品电商 短视频 

分 类 号：F323.7[经济管理—产业经济] F724.6