数字乡村背景下关中地区农业合作社营销策略转型研究  

Research on the Marketing Strategy Transformation of Agricultural Cooperatives in Guanzhong Region under the Background of Digital Countryside

作　　者：王小芳 Wang Xiaofang(Shaanxi Polytechnic Institute,Xianyang 712000,Shaanxi,China)

机构地区：[1]陕西工业职业技术学院,陕西咸阳712000

出　　处：《农业技术与装备》2025年第1期97-99,共3页Agricultural Technology & Equipment

基　　金：2024年陕西工业职业技术学院校级项目(2024YKZX-006)。

摘　　要：“十四五”规划提出要加快推进数字乡村建设,数字乡村发展行动已经被列为国家信息化发展十大优先行动之一,数字乡村战略成为推动农业农村现代化的重要抓手。农民合作社作为连接农户与市场的桥梁,在数字乡村建设中扮演着关键角色,加强农业合作社营销策略转型研究十分重要。结合目前农民合作社在技术应用、营销策略、人才储备等方面存在的不足,以陕西关中地区农民专业合作社为研究对象,探索了数字乡村背景下适合中小型农民合作社的营销策略转型路径,以促进乡村发展。The"14th Five-Year Plan"proposes to accelerate the construction of digital countryside,and the development action of digital countryside has been listed as one of the ten priority actions for national informatization development,and the digital country‐side strategy has become an important starting point for promoting agricultural and rural modernization.As a bridge connecting farm‐ers and the market,farmers'cooperatives play a key role in the construction of digital countryside,so it is very important to strength‐en the research on marketing strategy transformation of agricultural cooperatives.Based on the shortcomings of farmers'coopera‐tives in the aspects of technology application,marketing strategy and talent reserve,this paper took the specialized farmers'coopera‐tives in Guanzhong area of Shaanxi Province as the research object,and explored the marketing strategy transformation path suitable for small and medium-sized farmers'cooperatives under the background of digital countryside,so as to promote rural development.

关 键 词：数字乡村 农民合作社 营销策略 转型 陕西关中地区 

分 类 号：F321.42[经济管理—产业经济] F274