“數商興農”背景下特色農產品營銷策略研究

——以峰城石榴為例

中圖分類號：F327 文獻標識碼：A 文章編號：1004-0714（2025）04-0063-04

Research on Marketing Strategy of Characteristic Agricultural Products Under the Background of“Digital Businessto PromoteAgriculture"

TakingYichengPomegranateasanExample

ZHANG Chengji （ZhejiangOceanUniversity，3l6ooo，Zhoushan，Zhejiang，China）

Abstract：Inthe Opinionsof the Central Committeeof the Communist Partyof ChinaandtheState Council on Comprehensively PromotingKey Work of Rural Revitalizationin 2022，the implementation of the“Digital Commercefor Rural Revitalizationproject isproposed.Thisprojectaims toachieveahigh-degree integrationof thedigitaleconomy withtraditional rural industries and boost thevitalityand strengthof rural indus tries.As a key characteristic agriculturalindustryinithe local area，Yicheng pomegranate has received significant attentionfromthe government.To better explore the marketing strategies forcharacteristicagricultural products under thebackgroundof“Digital Commerce for Rural Revitalization”，this paperemploys SWOTanalysis to examine its current development status.Theresults show that the Yicheng pomegranate industry faces issues such as low standardization level，single sales channel，and imperfect brand building.To addressthese problems，this paper arguesthat it is necessary toattach importance to the constructionof standardsystems，broadensaleschannels，andstrengthenbrandbuilding，soastopromotethehigh-qualitydevelopment of the industry.

Keywords： Digital Business to Promote Agriculture; Characteristic Agricultural Products;Marketing Strategy;SwoT Analysis;Yicheng Pomegranate

近年來農村電商進人規(guī)模化、專業(yè)化發(fā)展階段，國家加大了對農村電商的支持力度。（剩余6684字）