Research Article
Investigation and Study on the Role of Digital Marketing in Promoting Rural Specialty Agricultural Products
@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
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.