摘要
数字化时代,电商平台、社交媒体营销、直播带货等新型销售渠道如雨后春笋般涌现,打破了传统营销渠道的时空限制。4R营销理论与数字化时代的农产品营销环境高度契合,能够更好地满足消费者的需求,切实提升农产品企业的市场竞争力。数字化转型中农产品4R营销策略的应用优化措施有强化关联效应,延伸拓展价值深度;完善反应机制,提升市场响应能力;维护良好关系,不断优化沟通模式;追求合理回报,实现互利共赢目标。4R营销策略为农产品数字化营销提供了新的思路和方法,能够有效帮助农产品企业更好地适应数字化时代的发展需求,切实提升市场竞争力,并实现可持续发展。
In the context of digitization,emerging sales channels have sprung up rapidly such as e-commerce platforms,social media marketing,and live-streaming commerce,which break the temporal and spatial limits of traditional marketing channels.The 4R Marketing Theory highly corresponds to the agricultural product marketing environment in the digital age,helping better meet the needs of customers and effectively enhance the market competitiveness of the agricultural enterprises.The application of 4R marketing strategies in the digital transformation of agriculture can be optimized by strengthening association effects to expand and deepen value,improving response mechanisms to enhance market responsiveness,maintaining sound relationships to continuously refine communication models,and pursuing reasonable returns to achieve mutual benefits and win-win outcomes.Furthermore,the 4R marketing strategy provides new ideas and methods for the digital marketing of agricultural products,effectively assisting agricultural enterprises in better adapting to the requirements of the digital era,significantly enhancing market competitiveness,and achieving sustainable development.
出处
《新疆社科论坛》
2025年第3期78-86,共9页
Tribune of Social Sciences in Xinjiang
基金
广东省普通高校创新团队项目(人文社科)“数字经济背景下工商管理研究创新团队”(项目编号:2023WCXTD041)
汕尾职业技术学院区域高质量发展研究中心重点课题“直播电商助推汕尾产业发展研究”(项目编号:QYFZ23-001)的阶段性研究成果。
关键词
数字化
农产品
4R营销理论
digitization
agricultural products
4R Marketing Theory
