新媒体时代背景下农产品营销渠道优化研究——以徐州丰县苹果为例  

Research on the Optimization of Agricultural Product Marketing Channels in the Context of the New Media Era--A Case Study of the Apple in Fengxian County,Xuzhou

作　　者：姚锐 丁杰 赖思瑶 周潇 刘宇伟 裴艳丽[1] Rui Yao;Jie Ding;Siyao Lai;Xiao Zhou;Yuwei Liu;Yanli Pei(Yangzhou University,Guangling College,Yangzhou,Jiangsu,225000,China)

机构地区：[1]扬州大学广陵学院,江苏扬州225000

出　　处：《管理科学与研究（中英文版）》2022年第6期106-111,共6页Management Science and Research

基　　金：2022年度江苏省大学生创新创业项目“新媒体时代背景下农产品营销渠道优化研究”成果,(项目编号:202213987023Y)。

摘　　要：在如今这个新媒体蓬勃发展的时代,如何运用新媒体手段,助力乡村振兴,成为全社会关注的焦点。农产品营销渠道是为一切促使农产品顺利的被使用或消费的一系列相互依存的组织或个人。本文以江苏省徐州市丰县苹果作为建设案例点,通过新媒体大背景的思维引导,分析了当前农产品营销渠道存在的问题,并提出了基于新媒体时代的农产品营销创新策略,为优化农产品营销渠道提供发展方案。In this era of vigorous development of new media,how to use new media to help rural revitalization has become the focus of the whole society.Agricultural product marketing channels are a series of interdependent organizations or individuals that promote the smooth use or consumption of agricultural products.This paper takes the apples in Fengxian County,Xuzhou City,Jiangsu Province as the construction case,analyzes the problems existing in the current agricultural product marketing channels through the thinking guidance of the new media background,and puts forward the innovative marketing strategies of agricultural products based on the new media era,which provides a development plan for optimizing the agricultural product marketing channels.

关 键 词：新媒体 农产品 营销模式 

分 类 号：F32[经济管理—产业经济]