Research On The Optimization Of Agricultural Products Marketing Strategy In Hunan Based On Social Media

With the rapid development of new media technology and the agricultural products market in China has gradually increased,more and more operators of agricultural products and agricultural products enterprises through the media platform sales and brand development,the new social media,micro-blog,We Chat,QQ,SNS as the representative of the changed social and interpersonal communication,and makes the enterprise users communicate more directly,both the activity more in-depth,and better meet the user desires and needs deep.Social media is a new type of online media,which gives users great participation in space.It has the characteristics of participation,openness,communication,dialogue,community,connectivity,and so on.In the new media environment,agricultural enterprises can change the traditional mode,the use of social media,closer to the distance with the customer,the establishment of cor:porate brand image.Social media has the advantages of high transparency,interactivity and sociality.Through it,the buyers of agricultural products can obtain unprecedented experience and convenience.Data show that more and more consumers tend to understand and buy agricultural products through new media.Therefore,the agricultural enterprises to optimize the existing marketing strategy,the implementation of social media marketing strategy has a very far-reaching significance.Hunan is a big agricultural province,the market prospect of agricultural products is broad.A large number of agricultural products operators and agricultural products enterprises have to adapt to the new media environment,the strong demand for optimizing the marketing model.Therefore,the research of this paper has a strong practical significance.The research structure of this paper is composed of five parts.The first part is introduction,briefly describes the research on the marketing mode of agricultural products in Hunan based on social media,the background and significance,and through literature research,clarifies the definition of social media,social media marketing connotation,as well as the application of social media in the agricultural product marketing strategy optimization research etc..The second part:the analysis of the relationship between social media development and agricultural product marketing,firstly defines the related concepts,such as social media,network marketing and the network marketing of agricultural products.Focus on the analysis of the relationship between the development of social media and marketing of agricultural products,through the social media development history,the development of social media influence on the marketing of agricultural products,as well as the research of social media marketing advantage,put forward the social media marketing of agricultural products application necessity and urgency,and the characteristics of agricultural the product of social media marketing is discussed.The third part:the analysis of the current situation of the development of Hunan agricultural products marketing and promote the social media,this part is the key of this paper,through the establishment of paper,on the current status of the marketing of agricultural products in Hunan were analyzed,and the media to push this from the perspective of society,for its existence problems and reasons are discussed.The fourth part:analysis of the application of social media in the domestic and foreign agricultural products marketing success stories,adopts the method of case study,discusses the successful case of typical agricultural products at home and abroad social media marketing,the influencing factors of the agricultural products of social media marketing is analyzed.The fifth part:put forward to strengthen the construction of agricultural information network media in modern society,improve the information quality of farmers,strengthening the agricultural information construction and application of social media to improve its service system func tion,optimization strategy of Hunan agricultural products marketing network of social media development.