Research Article
Discussion on the Development Strategy of Digital Marketing of Agricultural Products from the Perspective of Long Tail Theory Take Agricultural Products with Geographical Indications as an Example
@INPROCEEDINGS{10.4108/eai.6-1-2023.2330285, author={Huiru Wang and Xiaoyuan Yu}, title={Discussion on the Development Strategy of Digital Marketing of Agricultural Products from the Perspective of Long Tail Theory Take Agricultural Products with Geographical Indications as an Example}, proceedings={Proceedings of the 2nd International Conference on Big Data Economy and Digital Management, BDEDM 2023, January 6-8, 2023, Changsha, China}, publisher={EAI}, proceedings_a={BDEDM}, year={2023}, month={6}, keywords={long tail theory digital marketing geographical indication agricultural products}, doi={10.4108/eai.6-1-2023.2330285} }- Huiru Wang
Xiaoyuan Yu
Year: 2023
Discussion on the Development Strategy of Digital Marketing of Agricultural Products from the Perspective of Long Tail Theory Take Agricultural Products with Geographical Indications as an Example
BDEDM
EAI
DOI: 10.4108/eai.6-1-2023.2330285
Abstract
Innovative digital marketing is an important means to improve the circulation of agricultural products. Based on the long tail theory, this paper qualitatively analyzes the development strategy of digital marketing of agricultural products in China and examines the economic value of digital marketing, taking agricultural products with geographical indications as an example. The research results show that building agricultural product IP traffic, attracting customers through all channels and experiential marketing are important links of agricultural product digital marketing. The empirical results show that digital marketing can reduce the circulation cost of agricultural products, form a price competitive advantage, and thus improve market sales. This economic value is more and more obvious in regions with higher digital marketing level and stronger policy concern.