智慧农业导刊2025，Vol.5Issue(12)：23-26,4.DOI:10.20028/j.zhnydk.2025.12.006
农村电商赋能乡村振兴的网络营销价值及策略创新研究
摘要
Abstract
Under the comprehensive advancement of the Rural Revitalization Strategy,rural e-commerce has become deeply integrated into rural economic development through its unique digital marketing advantages.By expanding agricultural product sales channels via online platforms and employing interactive,scenario-based marketing approaches to capture consumer attention,it has established a collaborative and efficient innovative digital marketing model.The demonstrated marketing value not only enhances the quality and competitiveness of agricultural products but also significantly advances the brand development of rural e-commerce itself.Strengthening innovative thinking and brand awareness,rural e-commerce marketing must transcend traditional marketing logic and ground itself in the demand for agricultural products to continuously promote the connotative development of rural e-commerce.Against this backdrop,this paper analyzes the role of rural e-commerce marketing in rural revitalization and its associated challenges.From the perspective of marketing strategy innovation,it emphasizes the need to continuously expand agricultural product marketing channels and optimize e-commerce service systems while intensifying brand building for rural e-commerce,thereby better facilitating rural revitalization.关键词
农村电商/农产品:乡村振兴/网络营销/品牌经济Key words
rural e-commerce/agricultural product/rural revitalization/digital marketing/brand economy分类
经济学引用本文复制引用
梁钟儿..农村电商赋能乡村振兴的网络营销价值及策略创新研究[J].智慧农业导刊,2025,5(12):23-26,4.基金项目
2024年度浙江省人力资源和社会保障课题(2024106) （2024106）
2023年浙江省妇女研究立项课题(202310) （202310）
2021年浙江经济职业技术学院科研团队项目(JKY20211015) （JKY20211015）
2024年浙江经济职业技术学院科研项目(X2024014) （X2024014）
2022年浙江经济职业技术学院科研项目(X2022006) （X2022006）
