摘要
随着消费者健康意识的增强和收入水平的提升,人们对安全优质的绿色农产品的需求与日俱增。绿色农产品是现代农业发展的重要方向,也是国家实施乡村振兴战略的重要抓手。实施乡村振兴是打赢脱贫攻坚战后我们迎来的又一场战役,发展绿色农业和乡村振兴战略提倡的生态环境、生态宜居不谋而合。在互联网时代,互联网营销成为消费者购买各类产品的主要途径,线上购买逐渐成为消费者购买绿色农产品的主要方式之一。虽然绿色农产品符合消费者对健康的需求,市场空间广阔,但其生产成本高,具有季节性和地域性,在消费者心目中性价比偏低,因此吸引力和购买力不足。文章在分析绿色农产品特点的基础上,关注绿色农产品互联网营销中的薄弱环节,提出绿色农产品互联网营销优化策略,推进绿色农产品可持续发展,以期为乡村农业发展注入新活力。
With the increase of consumers'health awareness and income level,people's demand for safe and high-quality green agricultural products is increasing day by day.Green agricultural products are an important direction of modern agricultural development,and also an important starting point for the country to implement the rural revitalization strategy.The implementation of rural vitalization is another battle we are facing after winning the battle against poverty.Developing green agriculture coincides with the ecological environment and livable environment advocated by the rural vitalization strategy.In the internet era,internet marketing has become the main way for consumers to buy various products,and online purchase of green agricultural products has gradually become one of the main ways for consumers to buy.Although green agricultural products meet consumers'demand for health and have broad market space,they have high production costs,seasonality and regionalism,and low cost performance in consumers'eyes,resulting in insufficient attraction and purchasing power of green agricultural products.Based on the analysis of the characteristics of green agricultural products,the paper focuses on the weak links in the internet marketing of green agricultural products,puts forward the optimization strategy of internet marketing of green agricultural products,promotes the sustainable development of green agricultural products,in order to inject new vitality into the development of rural agriculture.
作者
任静
Ren Jing(Wuhan College,Wuhan,Hubei,430212)
出处
《市场周刊》
2022年第12期101-104,共4页
Market Weekly
基金
湖北省教育厅百校联百县项目“绿色畜牧与生态养殖助力乡村振兴”(项目编号:BXLBX1059)部分成果。
关键词
乡村振兴
绿色农产品
互联网营销
rural revitalization
green agricultural products
internet marketing
