摘要
在乡村振兴战略的指引下,越来越多助农电商企业响应投入,打通了农产品触网的“最后一公里”,微信公众号成为农产品电商的重要媒介。基于此,选取“赶街、乐村淘、本来生活”3个微信平台获取研究数据,借助内容分析法和晤谈法,对其产品文案所属的内容营销策略进行识别与归类,深入剖析不同策略在助农微信平台上的具体应用及营销效果。研究发现,消费者对营销策略的认可度依次为直接营销、明星营销、“回忆式”情感营销、健康营销、促销等,新闻营销和故事营销的认可度较低,而融合了文字、图片、视频等多种表现形式的营销文案是引导消费者产生购买行为的重要基础。借鉴引爆点理论的附着力因素法则、个别人物法则和环境威力法则提出农产品微信营销的施策重难点及针对性解决方案。
Under the guidance of the rural revitalization strategy,more and more enterprises help rural e-commerce respond to the investment,opening up the“last mile”for agricultural products to connect to the internet.WeChat official account has become an important medium for agricultural products e-commerce.Based on this,three WeChat platforms,Ganjie,Lecuntao and Benlai,are selected to obtain research data.With the help of content analysis and interview,the content marketing strategies to which their product copywriting belongs are identified and classified,and the specific application and marketing effect of different strategies on the WeChat platform for helping farmers are deeply analyzed.It is found that consumers’recognition of marketing strategies is direct marketing,star marketing,“recollection-based”emotional marketing,health marketing,promotion,etc.,while news marketing and story marketing have low recognition,and marketing copywriting,which combines various forms of expression such as words,pictures and videos,is an important basis for guiding consumers to purchase behavior.Drawing lessons from the adhesion factor rule,individual character rule and environmental power rule of tipping point theory,this paper puts forward the policy difficulties and targeted solutions of WeChat marketing of agricultural products.
作者
程旖婕
杨彩钰
韩世锋
CHENG Yijie;YANG Caiyu;HAN Shifeng(Business School,Putian University,Putian 351100,China;Management School,Putian University,Putian 351100,China;Rural Revitalization Research Institute,Putian University,Putian 351100,China)
出处
《福建商学院学报》
2023年第3期51-59,共9页
Journal of Fujian Business University
基金
福建省自然科学基金青年创新项目“乡村振兴背景下考虑损失规避和疫情影响的农产品供应链谈判博弈机制研究”(2022J05255)。
关键词
农产品电商
微信公众号
内容营销
营销策略
营销效果
agricultural products e-commerce
WeChat official accounts
content marketing
marketing strategy
marketing effect
