新媒体视域下海南品牌农业营销路径研究  

Study on the Marketing Path of Hainan Brand Agriculture from the Perspective of New Media

作　　者：陆开启 何瑜楚 张鸿艺 孙涛[2] LU Kaiqi;HE Yuchu;ZHANG Hongyi;SUN Tao(East China Normal University,Shanghai 200241,China;Hainan University,Haikou,Hainan 570228,China)

机构地区：[1]华东师范大学,上海200241 [2]海南大学,海南海口570228

出　　处：《热带农业科学》2024年第10期128-133,共6页Chinese Journal of Tropical Agriculture

基　　金：海南省高等学校科学研究项目“基于电子商务视阀下对海南农业品牌建设的研究”(No.Hnky2021-6)。

摘　　要：中国已进入新媒体时代,品牌农业营销模式也随之发生了巨大改变,需要探索新的营销路径,与新媒体结合成为品牌农业发展的重要路径。文章紧扣新媒体时代大环境,阐述品牌农业与新媒体技术在品牌塑造方面的内涵与机理,海南品牌农业建设现状;以新媒体为视角分析品牌农业营销存在的问题,并针对每项问题提出相应的解决措施;从供应端和消费端入手,绘制新媒体视域下海南品牌农业的营销路径,以期为海南省乃至全国相关企业的品牌构建和传播提供借鉴。China has entered a new media era,and the brand agriculture marketing model has changed dramatically.It is necessary to explore new marketing paths because the combination of new media has become a crucial path for the develop-ment of brand agriculture.This article focuses on the general environment of the new media era,explains the connotations and mechanisms of brand agriculture and new media technology in branding,the current situation of brand agriculture construction in Hainan,analyzes the problems of brand agriculture marketing from the perspective of new media,proposes corresponding measures to solve each problem,starts from the supply side and the consumer side,and draws the marketing path of Hainan's brand agriculture under the field of new media to provide a reference for the brand construction and dissemination of relevant enterprises in Hainan Province and even the country.This study provides a reference for the brand construction and dissemi-nation of related enterprises in Hainan Province and even in the whole country.

关 键 词：新媒体 品牌农业 营销方式 品牌塑造 路径优化 

分 类 号：F323.5[经济管理—产业经济]