Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29–31, 2024, Wuhan, China

Research Article

Investigation and Study on the Role of Digital Marketing in Promoting Rural Specialty Agricultural Products

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  • @INPROCEEDINGS{10.4108/eai.29-3-2024.2347322,
        author={Weijing  Xu and Lie  Li and Xinyue  Liu and Qizhen  Xu and Ping  Che},
        title={Investigation and Study on the Role of Digital Marketing in Promoting Rural Specialty Agricultural Products},
        proceedings={Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29--31, 2024, Wuhan, China},
        publisher={EAI},
        proceedings_a={ICBBEM},
        year={2024},
        month={6},
        keywords={digital marketing; cluster analysis; structural equation model; mediation effect},
        doi={10.4108/eai.29-3-2024.2347322}
    }
    
  • Weijing Xu
    Lie Li
    Xinyue Liu
    Qizhen Xu
    Ping Che
    Year: 2024
    Investigation and Study on the Role of Digital Marketing in Promoting Rural Specialty Agricultural Products
    ICBBEM
    EAI
    DOI: 10.4108/eai.29-3-2024.2347322
Weijing Xu1, Lie Li1, Xinyue Liu1, Qizhen Xu1, Ping Che2,*
  • 1: Wuhan University of Technology
  • 2: China Peasants' and Workers' Democratic Party
*Contact email: 2513618311@qq.com

Abstract

With the continuous development of science and technology, the digital economy is booming and the construction of digital villages is accelerating. Among them, the "Internet Plus" model has played an important role in promoting agricultural products from the countryside to the city and boosting farmers' income. Through the promotion of the Internet platform, more and more consumers have begun to understand and buy special agricultural products in the countryside, thus broadening the sales channels of agricultural products and driving the growth of farmers' income. According to statistics, in 2022, the online retail sales of agricultural products in China reached 422.1 billion yuan, a figure that fully proves the great potential of digital marketing in the sale of agricultural products. Therefore, this study will focus on the digital marketing of agricultural products, aiming to deeply analyse the impact of various factors on the promotion effect. For example, how to choose a suitable online platform, how to develop an effective marketing strategy, and how to improve the quality of agricultural products. Through these analyses, we will provide relevant suggestions for rural marketing and help farmers make better use of digital marketing tools to enhance the sales effect of agricultural products and further promote the development of rural economy.