山西省精准扶贫与创新农产品精准营销路径
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摘要
精准扶贫是打赢脱贫攻坚战、全面建成小康社会的重大战略举措。山西省贫困地区较多,贫困的原因也很多,而农产品销售不畅是其中之一。在精准扶贫背景下,结合农产品精准营销的相关文献和山西省精准扶贫工作实际,就破解农产品传统营销模式局限,可从精准营销角度解决农产品销售难题,确立政府、电子商务协会和企业在相关工作中的主导作用,精准识别贫困户和消费者。通过引导超市、餐饮等集团客户精准对接;利用社群工具与消费者精准对接;借助电子商务平台与市场精准对接等精准扶贫背景下农产品精准营销创新路径,为促进相关地区贫困农民增收,早日脱贫致富提供参考。
Targeted poverty alleviation is a significant strategic move for the fight against poverty and the building of a moderately well-off society in an all-round way.There are many poverty-stricken places in Shanxi Province, and there are also many reasons for poverty. It is one of the reasons that agricultural products are not selling well. In the perspectives of breaking the limitations of traditional marketing mode of agricultural products and targeted marketing, a deep discussion on the problem of difficult sales of agricultural products is made in the background of targeted poverty alleviation,based on relevant literature on targeted marketing of agricultural products and the practice of targeted poverty alleviation in Shanxi Province. The discussion clarifies the leading role governments at all levels, e-business associations and enterprises should play in relevant work and the identification and localization of poor households and consumers. As a way to innovate the targeted marketing of agricultural products in the background of targeted poverty alleviation, it is put forward that group customers such as supermarkets and catering enterprises should be guided to make targeted connection with poor households, social communities employed to make targeted connection with consumers, and e-commerce platforms used to make targeted connection with market, so as to provide reference for poor farmers to increase income and alleviate poverty as early as possible.
Targeted poverty alleviation is a significant strategic move for the fight against poverty and the building of a moderately well-off society in an all-round way.There are many poverty-stricken places in Shanxi Province, and there are also many reasons for poverty. It is one of the reasons that agricultural products are not selling well. In the perspectives of breaking the limitations of traditional marketing mode of agricultural products and targeted marketing, a deep discussion on the problem of difficult sales of agricultural products is made in the background of targeted poverty alleviation,based on relevant literature on targeted marketing of agricultural products and the practice of targeted poverty alleviation in Shanxi Province. The discussion clarifies the leading role governments at all levels, e-business associations and enterprises should play in relevant work and the identification and localization of poor households and consumers. As a way to innovate the targeted marketing of agricultural products in the background of targeted poverty alleviation, it is put forward that group customers such as supermarkets and catering enterprises should be guided to make targeted connection with poor households, social communities employed to make targeted connection with consumers, and e-commerce platforms used to make targeted connection with market, so as to provide reference for poor farmers to increase income and alleviate poverty as early as possible.
引文
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[13]刘丽.精准扶贫背景下农产品网络营销平台建设探究[J].山西农经,2017,(2):50-51.
[14]李武,邱国斌.少数民族贫困地区精准扶贫的困境与路径:基于农产品供应链创新的视角[J].云南民族大学学报(哲学社会科学版),2016,(5):119-123.
[15]但斌,郑开维,刘墨林,等.基于社群经济的“互联网+”生鲜农产品供应链C2B商业模式研究[J].商业经济与管理,2016,(8):16-23.
[2]邓光宏,翁佳妮.基于社交网络的精准营销模式研究[J].中国市场,2014,(26):8-9.
[3] KIMBERLEY SARA.Online health check to build prospect data For AlproSoya[J].Precision Marketing,2006,18(29):113-118.
[4] JEFF Z,GRESH B.Precision Marketing:The New Rules For Attracting,Retaining,And Leveraging Profi-table Customers[M].Wiley:John Wiley&Sons Inc,2004.
[5]秦树新.基于精准营销的中国市场生鲜农产品品牌传播研究[D].兰州:兰州大学,2012.
[6]林小兰.我国农产品电子商务精准营销研究[J].农业经济,2014,(12):137-138.
[7]龚映梅,曹新波.大数据环境下云南农产品精准营销模式研究[J].昆明理工大学学报(社会科学版),2016,(2):65-71.
[8]李巧丹.基于大数据的特色农产品精准营销创新研究[J].江苏农业科学,2017,(6):318-321.
[9]原娟娟,顾雨霆,董文洁.基于“用户画像”的农产品电商平台精准营销模式设计[J].电子商务,2017,(7):46-48.
[10]李志成,高义航,汤富祥.互联网+背景下甘肃白银地区农产品电商精准扶贫政策研究[J].经贸实践,2016,(14):156.
[11]宋则.精准扶贫要依靠农产品市场精准调控制度创新[N].经济参考报,2017-11-02(08).
[12]刘铁民.基于精准扶贫背景下“互联网+农产品”模式可行性分析[J].农村经济与科技,2017,(18):71-73.
[13]刘丽.精准扶贫背景下农产品网络营销平台建设探究[J].山西农经,2017,(2):50-51.
[14]李武,邱国斌.少数民族贫困地区精准扶贫的困境与路径:基于农产品供应链创新的视角[J].云南民族大学学报(哲学社会科学版),2016,(5):119-123.
[15]但斌,郑开维,刘墨林,等.基于社群经济的“互联网+”生鲜农产品供应链C2B商业模式研究[J].商业经济与管理,2016,(8):16-23.