Study On The Spreading Strategy Of We Media On Fu'an Grape

Fu'an Grape,a largest municipal grape production base with a sweeping scale and a standardized production norm on the west side of the Straits along the southeast coastal area of China,has become the most characteristic advantageous agricultural industry with great development potential.It was awarded the tile of "Home of Southern grape".Fu'an Kyoho Grape was identified as Chinese Agro-product Geographical Indications,and also won the honor of the most influential Chinese agricultural area public brand in 2012.It ranked first in an online survey of brand awareness toward the Chinese grape pubic brands,and won the Gold Awards in the national exhibition of qualified grapes five times.In 2015,its brand value has reached 7.8billion yuan in the brand value conference held by CCTV financial channel.Thus,it has a great foundation and brand value to develop regional economy.In the age of rapid development of technology and continuous innovation,there are huge amounts of information filled with our vision everyday.Especially with the development and spread of mobile Internet in recent years,the dissemination of information becomes fast,convenient and diverse.Overnight,everyone joins in the team of information spreading,and becomes a media.Ranging from electronic commerce,ecological agriculture to shared economy,it seems that each project has an unlimited development potential once it combines with "Internet".Based on all of this,this paper studies the combination of the agricultural products of Fu'an grape and We Media which relies on Internet.Moreover,as the country has issued a series of policies which benefit farmers in recent years,more and more E-commerce tycoons began to enter into the rural markets.The big environment of “Agricultural Internet” is taking its shape.Therefore,it is of realistic significance to study the relationship between Fu'an grape and We Media under mobile Internet under the background of the times.This paper makes an overall study of the spreading strategy of We Media on Fu'an grape,with a deep analysis of the current situation and characteristics of We Media,and its combination with Agricutural-Internet,and the merits and faults of spreading agricultural production via We Media.The paper proposes a new strategy of We Media on Fu'an grape,including how to choose media platform and media people with high-quality,the means and influence of spreading,and the value evaluation etc.The paper also introduces a very comprehensive case simulation,including budget,schedule design,docking of media platform and media,the promotion of KPIrequirements,the incentive mechanism,the establishment of the database,the relationship maintenance and experience feedback etc.Through the spreading of We Media which is accessible to everyone,this paper aims at enhancing the promotion of Fu'an grape so as to increase the income of farmers,and then promote the rural economy prosperity.Meanwhile,this paper will further practice and systematize the research process,so in return it will guide the practice better and provide a more advanced experience for the spread of agricultural products.