| With the rise of the mobile Internet and the arrival of the technological revolution,the vigorous development of the network economy and the digital economy has led to fundamental changes in people’s consumption concepts and habits.Consumption has shown the characteristics of personalization,diversification,strong interaction,and new media marketing has emerged in this context.China is a major agricultural country,and with the rise of 5G networks and big data,traditional agricultural marketing models have undergone profound changes.Local governments take advantage of local agricultural advantages and actively carry out online marketing through new media platforms.In recent years,Zigui County has focused on developing industries such as citrus,walnuts,and tea,creating a Zigui 1+N model,developing a series of products centered on deep processing of navel oranges,forming a cluster of navel orange deep processing industries mainly focused on Qugu Food,Duomei Orange,etc.,achieving comprehensive utilization of "eating dry and squeezing out" and "zero waste" from flowers to fruits,skin to residue,and breeding Zigui navel oranges and Zigui Yiblack tea Yanglin vegetables and other high-quality ecological green agricultural products have been widely praised by the market.This article takes the issue of new media marketing for agricultural products in Zigui County as the research object,and uses literature research and questionnaire survey methods to elaborate on relevant concepts and theories from the two keywords of "new media" and "new media agricultural product marketing".A comprehensive analysis and explanation of the current situation of new media marketing for agricultural products in Zigui County were conducted based on on-site inspections of brand cultivation,marketing models,channel promotion,and consumer behavior.Finally,a questionnaire survey was used to collect basic information about the target market consumers,and multiple dimensions such as the level of understanding of agricultural products,preferences for new media platform selection,and agricultural product quality in Zigui County were investigated and analyzed.This article analyzes and finds that the main problems in agricultural product marketing in Zigui County include weak new media marketing capabilities,low brand awareness,low agricultural product prices,single marketing forms,and low new media promotion efforts.In response to the above issues,this article designs marketing strategy optimization measures for Zigui County,mainly including optimizing marketing entities,increasing farmers’ awareness of new media,strengthening brand construction and promotion,enhancing brand awareness,optimizing new media pricing strategies,cultivating new media talents,expanding marketing channels,and conducting online and offline marketing.This study provides strong support for further enhancing the competition of agricultural products in Zigui County in the new media era,providing ideas for improving the sales methods and sales volume of agricultural products,seeking reference for improving regional agricultural product development models,and providing reference basis for innovation of agricultural product marketing strategies in other regions. |
