数字经济背景下农产品新零售营销模式浅析  

New Retail Marketing Model for Agricultural Products in the Digital Economy Era

作　　者：张华伟 ZHANG Huawei(Wentuan Town Financial Service Center,Junan County,Linyi,Shandong 276614)

机构地区：[1]莒南县文疃镇财经服务中心,山东临沂276614

出　　处：《中国商论》2024年第2期105-108,共4页China Journal of Commerce

摘　　要：当前,数字技术已成为推动经济社会变革的重要力量,农业农产品在营销中也必须紧抓机遇,将数字技术引入农业实体经济的发展过程中,由此实现数字技术助力农业转型升级,不断推进传统农业向数字农业转变的目标。科技可以带动农产品上行,数字经济能为更多乡村社区服务,从而进一步提高农产品供应链效率。本文基于数字经济背景,探索了构建农产品新零售营销模式的基本思路,聚焦构建C2S2M新零售商业模式、制定品牌数字化营销模式、创建产品数字化信息共享系统、改造提升农产品冷链系统四方面,为数字经济背景下农产品新零售营销提出优化策略,仅供参考。As digital technology has been a crucial force promoting economic society transformation,agricultural product marketing should harness this potential and integrate digital technology into the development of the agricultural real economy,in order to facilitate the transformation and upgrading of agriculture and keep promoting the goal of transforming traditional agriculture into digital agriculture.Technology can propel the upward movement of agricultural products,and the digital economy can serve more rural communities,thereby improving the efficiency of the agricultural supply chain.This article explores how to construct a new retail marketing model for agricultural products fundamentally in the digital economy era.To facilitate this model’s operation,it focuses on four points:building a C2S2M new retail business model,formulating a brand digital marketing model,establishing a product digital information sharing system,and upgrading the agricultural product cold chain system,which proposes optimization strategies for new retail marketing of agricultural products in the digital economy era.

关 键 词：数字经济 农产品 新零售 营销模式 乡村振兴 

分 类 号：F742[经济管理—国际贸易] F323.7[经济管理—产业经济]