平台经济背景下地域特色产品故事营销策略研究  

The Story Marketing Strategy Of Regionally Characteristic Products under the Background of Platform Economy

作　　者：甄家琪 ZHEN Jiaqi

机构地区：[1]太原学院,山西太原030032

出　　处：《商业经济》2025年第3期59-62,共4页Business & Economy

基　　金：2023年度太原学院院级科研项目人工智能和数智化背景下平台型企业服务创新策略研究(23TYQN03);2023年度山西省文化、旅游、创意产业发展调查研究专项课题山西省古城类景区短视频营销现状调查研究——以太原古县城为例(SXSKWC2023081)。

摘　　要：随着平台经济的快速发展,网络销售类平台、社交娱乐类平台和信息资讯类平台等平台成为介绍、推广和销售产品的有效渠道。平台为地域特色农产品提供更广阔的市场空间和更便捷的销售渠道。面对同类产品的竞争,挖掘、还原和讲述产品的地域特色、文化背景、制作工艺等故事成为突出自身特色、吸引消费者关注的重要营销策略。针对目前地域特色产品故事营销中存在的问题,应优化策略,塑造地域特色产品品牌故事以增强消费者购买意愿,采用真实故事素材以提高消费者想象流畅性与品牌观感,转变消费者故事获取方式使消费者由被动接受转为主动发现,故事设计模式考虑消费者类型以增强消费者黏性。最终,通过创新的故事讲述方式传递产品价值,提升产品附加值和消费者认同感,实现帮助企业增收的目的。With the rapid development of platform economy,platforms such as online sales platforms,social entertainment platforms and information and consulting platforms have become effective channels for introducing,promoting and selling products.These platforms provide broader market space and more convenient sales channels for regional characteristic agricultural products.Facing the competition of similar products,mining,restoring and telling stories about the regional characteristics,cultural backgrounds and production processes of products has become an important marketing strategy to highlight their own characteristics and attract consumers'attention.In view of the problems existing in the current story marketing of regional characteristic products,the strategies should be optimized:shaping brand stories of regional characteristic products to enhance consumers'purchase intentions,using real story materials to improve consumers'imagination fluency and brand perception,transforming consumers'story acquisition methods to make them change from passive acceptance to active discovery,and considering consumer types in the story design mode to enhance consumers'stickiness.Finally,through innovative story-telling methods,the value of products is transmitted,the added value of products and consumers'acceptance are enhanced,so as to achieve the purpose of helping enterprises increase their revenues.

关 键 词：故事营销 平台 地域特色产品 营销策略 

分 类 号：F323.7[经济管理—产业经济] F724.6