竹溪县“互联网+特色农产品”个性化定制营销模式研究  

Research on Personalized Customized Marketing Mode of"Internet+Featured Agricultural Products"in Zhuxi County

作　　者：赵杨 郑灿 张志成 ZHAO Yang;ZHENG Can;ZHANG Zhi-cheng(School of Business Administration,Wuhan Business University,Wuhan 430056,China)

机构地区：[1]武汉商学院工商管理学院,武汉430056

出　　处：《价值工程》2025年第3期158-160,共3页Value Engineering

基　　金：武汉商学院2023年国家级大学生创新创业训练项目《浸心——基于湖北省茶文化的实景沉浸式围炉煮茶》阶段性成果,项目编号202311654002。

摘　　要：随着当今互联网技术的新发展,乡村农业发展在新的环境下面临着新的机遇和挑战。为了带动竹溪县以茶叶为代表的农产品销售,推动竹溪县产业发展,助力乡村振兴,本文通过对竹溪县特色农产品和电商发展概况进行分析,提出了“RSLD”个性化定制营销模式:一是以乡村文旅为招牌,利用新媒体、融媒体宣传引流;二是以短视频为突破口,把握优质化、品牌化乡村特色;三是以直播平台为媒介,开展视频号、抖音等直播带货;四是以数字乡村为目标,打造“互联网+”乡村新业态。以期促进竹溪县乡村产业发展,为乡村特色农产品广开销路。With the new development of Internet technology,rural agriculture is facing new opportunities and challenges in the new environment.In order to drive the sales of agricultural products represented by tea in Zhuxi County,promote the development of industries in Zhuxi County,and assist in rural revitalization,this article analyzes the development of characteristic agricultural products and e-commerce in Zhuxi County,and proposes the"RSLD"personalized customized marketing model.Firstly,we use rural cultural tourism as the brand and utilize new media and integrated media to promote and attract traffic.The second is to use short videos as a breakthrough point to grasp the high-quality and branded rural characteristics.Third,take the live broadcast platform as the media to carry out live video number,Tiktok and other live broadcasts for selling goods.The fourth is to create a new rural business model of"Internet+"with the goal of digital village,in order to promote the development of rural industries in Zhuxi County and broaden the distribution of rural characteristic agricultural products.

关 键 词：乡村振兴 互联网+ 农村 竹溪县 特色农产品 

分 类 号：F323.7[经济管理—产业经济]