“数商兴农”背景下特色农产品营销策略研究——以峄城石榴为例  

Research on Marketing Strategy of Characteristic Agricultural Products Under the Background of“Digital Business to Promote Agriculture”——Taking Yicheng Pomegranate as an Example

作　　者：张城基 ZHANG Chengji(Zhejiang Ocean University,316000,Zhoushan,Zhejiang,China)

机构地区：[1]浙江海洋大学,浙江舟山316000

出　　处：《特区经济》2025年第4期63-66,共4页Special Zone Economy

摘　　要：《中共中央、国务院关于做好2022年全面推进乡村振兴重点工作的意见》中提出深入实施“数商兴农”工程,“数商兴农”兴的是数字经济与农村传统产业的高度融合,兴的是乡村产业的活力和实力。峄城石榴作为当地重点特色农业产业受到政府高度重视,为更好探究“数商兴农”背景下特色农产品的营销策略,本文采用SWOT分析法对其发展现状进行分析,结果显示,峄城石榴存在标准化程度低、销售渠道单一、品牌建设不完善等问题。针对峄城石榴产业存在的问题,文中认为需重视标准体系建设、拓宽销售渠道、加强品牌建设等工作,以此推动产业高质量发展。In the Opinions of the Central Committee of the Communist Party of China and the State Council on Comprehensively Promoting Key Work of Rural Revitalization in 2022,the implementation of the“Digital Com⁃merce for Rural Revitalization”project is proposed.This project aims to achieve a high-degree integration of the digital economy with traditional rural industries and boost the vitality and strength of rural indus⁃tries.As a key characteristic agricultural industry in the local area,Yicheng pomegranate has received sig⁃nificant attention from the government.To better explore the marketing strategies for characteristic agri⁃cultural products under the background of“Digital Commerce for Rural Revitalization”,this paper employs SWOT analysis to examine its current development status.The results show that the Yicheng pomegranate indus⁃try faces issues such as low standardization level,single sales channel,and imperfect brand building.To ad⁃dress these problems,this paper argues that it is necessary to attach importance to the construction of stan⁃dard systems,broaden sales channels,and strengthen brand building,so as to promote the high-quality devel⁃opment of the industry.

关 键 词：数商兴农 特色农产品 营销策略 SWOT分析 峄城石榴 

分 类 号：F327[经济管理—产业经济]