新质生产力视域下VR农产品营销系统的设计  

Design of VR Agricultural Product Marketing System from the Perspective of New Quality Productive Forces

作　　者：谢淑丽 XIE Shuli(School of Electronic Information,Zhangzhou Institute of Technology,Zhangzhou,Fujian 363000,China)

机构地区：[1]漳州职业技术学院电子信息学院,福建漳州363000

出　　处：《漳州职业技术学院学报》2024年第3期88-95,共8页Journal of Zhangzhou Institute of Technology

基　　金：漳州市哲学社会科学研究规划课题(LX24312017);漳州职业技术学院专项课题(zzyxn23013)。

摘　　要：新质生产力视域下对农产品数字营销提出了新要求,针对传统农产品数字营销的局限性,探索利用VR技术优势助力农产品数字营销。以新4C营销法则理论为指导,剖析VR体验式营销发挥绩效的深层作用机制,根据目标消费者画像分析,主要利用VR技术搭建农产品沉浸体验式营销数字场景,由VR农产品展示场景、产地漫游体验场景和在线购物服务场景3个子功能场景组成。3个子功能场景相辅相成、虚实融合、互联互通,方便快捷,适配多种VR终端,通过多感官刺激为消费者创造沉浸式体验,增强消费者的参与感和情感体验,有利于提升消费者对农产品的信任感和购买欲望。From the perspective of new quality productive forces,there are emerging requirements for the digital marketing of agricultural products.Recognizing the limitations of traditional digital marketing approaches,this study explores the application of VR technology to enhance the digital marketing of agricultural products.Guided by the theory of the new 4C marketing rules,this article analyzes the underlying mechanisms through which VR experiential marketing can impact performance.Based on an analysis of target consumer profiles,the study proposes the use of VR technology to create a digital environment for immersive experiential marketing of agricultural products.This environment comprises three sub-functional scenes:the VR agricultural product display scene,the origin roaming experience scene,and the online shopping service scene.These three scenarios complement each other,seamlessly integrating the virtual and real worlds while ensuring connectivity and convenience.Designed to be compatible with various VR terminals,this immersive experience engages consumers through multi-sensory stimulation,enhancing their sense of participation and emotional connection.Ultimately,this approach aims to build consumer trust in agricultural products and increase their purchasing intent.

关 键 词：数字营销 体验式营销 VR技术 场景 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]