乡村振兴背景下奉节脐橙的数字营销策略研究  

Research on the digital marketing strategy of Fengjie navel oranges under the background of rural revitalization

作　　者：王沧 申一欣 WANG Cang;SHEN Yixin(School of Media Arts,Chongqing University of Posts and Telecommunications,Chongqing,400065,China)

机构地区：[1]重庆邮电大学传媒艺术学院,重庆400065

出　　处：《中国南方果树》2025年第2期249-254,共6页South China Fruits

摘　　要：奉节脐橙作为重庆市奉节县的标志性农产品和地理标志保护产品,不仅是当地农民增收的重要来源,更是推动区域农村经济稳步发展的支柱产业。传统营销模式已难以满足奉节脐橙产业现代化发展需求,系统探索奉节脐橙数字营销的创新策略和实践路径,基于数字化营销的4R理念,提出构建精准用户画像、优化数字营销渠道、提升用户数字化购物体验、打造奉节脐橙专属IP等4个核心维度的数字营销策略,旨在提升奉节脐橙品牌营销力与市场竞争力,拓宽奉节脐橙销售渠道,促进产业转型升级,为乡村振兴战略下的农产品营销提供可借鉴范例。Fengjie navel orange,as an signature agricultural product and geographical indication protected product of Fengjie County,Chongqing,is not only an important source of income for local farmers,but also a pillar industry that promotes the steady development of regional rural economy.Traditional marketing models are no longer sufficient to meet the modernization development needs of the Fengjie navel orange industry.A systematic exploration of innovative strategies and practical paths for digital marketing of Fengjie navel orange is proposed based on the 4R concept of digital marketing.Four core dimensions of digital marketing strategies are proposed,including building preciseuser profiles,optimizing digital marketing channels,enhancing user digital shopping experience,and creating exclusive IP for Fengjie navel orange,to enhance the brand marketing power and market competitiveness of Fengjie navel orange,broaden the sales channels of Fengjie navel orange,promote industrial transformation and upgrading,and provide reference examples for agricultural product marketing under the rural revitalization strategy.

关 键 词：乡村振兴 奉节脐橙 数字营销 4R理念 营销策略 

分 类 号：F326.13[经济管理—产业经济]