Research on Marketing Strategy Innovation of Agricultural Products under the Background of Digital Economy

Abstract

Based on the research background of digital economy, this paper puts forward the basic idea of agricultural products marketing model, focusing on the key words of "flow", "big data", "cross-border" to promote the innovation of agricultural products marketing strategy. And on this basis, this paper explores five modes of agricultural products marketing innovation: promoting the whole process of visual marketing of agricultural products, relying on social platform personal IP marketing of agricultural products, live broadcast + factory + farm marketing mode, agricultural products crowdfunding platform sales mode, agricultural products + adoption marketing mode and agricultural products F2C marketing mode. In order to effectively promote the operation of these modes, this paper also puts forward three countermeasures and suggestions from the aspects of brand building of agricultural products, value perception of agricultural products and innovation of agricultural products consumption scene.