Research On The Marketing Strategy Of Changshu’s Characteristic Agricultural Products Promoted By New Media

With the rapid development of the economy and society,the national material level has significantly improved,and the consumption concept and structure have shifted from survival oriented consumption to quality oriented consumption.Among them,agricultural product marketing is the most important link in the agricultural production process,which is related to the increase of farmers’ income and the revitalization of rural economy.In the past,the sales of agricultural products by rural farmers in Changshu mainly focused on offline sales,which were purchased by individual operators or independently retail by farmers.The sales channels for agricultural products by farmers were limited.At present,in the era of"Internet plus",online sales of new media has become a new force for rural agricultural products.For this reason,it is necessary to take the "Internet plus" express train of rural e-commerce,cooperate with relevant departments in Changshu to actively cultivate rural e-commerce business entities,guide agricultural entities to actively explore the integration point and power point of agricultural product sales and online channels,and build a "bridge"between new media and featured agricultural product marketing in combination with the current situation of featured agricultural product marketing in Changshu,Explore a feasible new media marketing path suitable for the online sales of characteristic agricultural products in Changshu.This article takes the marketing of characteristic agricultural products in Changshu as the research object.Based on literature research and theoretical learning,relevant concepts such as new media,characteristic agricultural products,and agricultural product marketing are defined.The research status and shortcomings of characteristic agricultural product marketing at home and abroad are summarized and analyzed.Through questionnaire survey and interview methods,the current situation of characteristic agricultural product marketing in Changshu is sorted and analyzed,Research has found that there are currently problems in the marketing of characteristic agricultural products in Changshu,such as weak brand effect and brand protection,lack of guarantee for product quality and after-sales service,scattered and disordered sales channels,single promotion form,failure to make good use of the"Haitang Shop" platform for benefiting farmers and enterprises,lack of marketing talents,and incomplete infrastructure construction.This study proposes new media marketing strategies suitable for Changshu’s characteristic agricultural products in response to the above issues,such as strengthening brand operation,optimizing publicity methods,making good use of the "Haitang Shop" platform for benefiting agriculture and enterprises,enriching marketing talents,optimizing infrastructure,establishing new marketing models of "new media+agricultural supermarket docking" and "new media+e-commerce+live streaming" to assist Changshu’s characteristic agricultural product marketing,To provide a "model" for comprehensively accelerating the basic realization of agricultural and rural modernization in Suzhou.