Research On Digital Marketing Service Design Of Agricultural Products In Henan Special Area

For the sake of promoting rural development,Central file 1 2022 proposed “to pay special attention to the food production and supply of major agricultural products”.Owing to the needs for a better life has been more and more urgent in our country,the online purchase demand for agricultural products is higher and higher.At the same time,the country has put forward the Outline of the Construction Plan for the Advantage Areas of characteristic agricultural Products,and by the beginning of 2022,11 items have been selected in Henan.Based on this,the author puts forward the products digital marketing in characteristic agricultural products advantage area in Henan related concept,expecting to realize online marketing channels of characteristic agricultural products,aiming to combine the low price advantage of online platform sales with the current personalized sales.Online trading platform is the innovation of digital marketing model since the popularization of Internet data,combining the service design approach for the sake of users with user experience.Firstly,this study introduced relevant information and searched relevant literature through the concept of characteristic agricultural product advantage areas,digital marketing and service design,investigated and analyzed the industrial development of the target areas,and found the difficulties and problems existing in the agricultural product marketing service design of the five characteristic agricultural products advantage areas in Henan Province,analyzing the problems existing in local superior agricultural products e-commerce service system.Secondly,the typical cases of digital marketing in the Internet are investigated and analyzed,and the development status of agricultural products in the target region is analyzed.Thirdly,make a summary with the former problems of digital marketing in the target area,further clarified the design principles and strategies of digital marketing service design system for agricultural products in target areas under the Internet digital era.On the basis of the study of the former theory,the agricultural products in the above 5characteristic agricultural product advantage areas were selected for the transformation from theory into practice in the design practice,and the design concept is defined according to the previous research results.From the aspects of visual identity design,IP image design,main platform architecture design,platform logic,to design the platform of low fidelity interactive prototype and high fidelity interactive prototype design,to make a comprehensive design practice of agricultural products in the special area.It is expected to provide easy-to-use,fast and high-quality universal and mutually beneficial design services for the main operators of featured agricultural products,build a trading platform which provide barrier-free information services for all links of the supply of featured agricultural products,and help rural revitalization.