| With the rapid development of Internet technology,new media has gradually replaced the dominant position of traditional media.At the same time,more and more agricultural product operators and agriculture-related enterprises conduct sales,dissemination and relationship maintenance through new media platforms.Among the new media,social media represented by Weibo,We Cha and QQ have changed the mode of interpersonal communication and enriched marketing methods.Social media with the characteristics of community,time and space,multimedia and interactivity provides buyers and sellers with direct and face-to-face communication opportunities,and also gives users great participation.Characteristic agricultural products have regional characteristics because they grow in specific areas.If characteristic agricultural products can use the network to carry out marketing activities,then consumers can have a more comprehensive understanding of the characteristics and sales information of characteristic agricultural products.Therefore,social media can not only enrich the sales channels and marketing methods of agricultural product operators,but also promote the operation and development of characteristic agricultural products.At the same time,consumers can get a different sense of experience and convenience than before.Based on the domestic and foreign scholars’ research on social media marketing and characteristic agricultural products,this paper analyzes the development status and value of social media marketing.It is concluded that social media marketing brings the advantages of expanding the market scope,reducing marketing costs,stimulating consumers’ desire to buy,promoting farmers’ income and realizing cross-border integration of products for the development of characteristic agricultural products.The powerful content expression and interactivity of social media platforms will effectively activate the consumer market,and will also drive the development of the characteristic agricultural product industry.In this paper,taking Dashahe apple in Feng County as an example,questionnaires and interviews are used as the main research methods.And the current situation of social media marketing of Dashahe apple is investigated,and the analysis is based on 4P theory and SICAS model.Through research,it is found that the Feng County government has made outstanding contributions to the construction of infrastructure such as the Internet,logistics,and e-commerce to promote the development of characteristic agriculture.These contributions have contributed to the rapid development of the Dashahe apple industry,which has gradually become a local pillar industry.However,with the rapid development of new media technology,it is difficult for many agricultural product operators to adapt to the new environment and quickly respond to consumer demand,resulting in the increasingly prominent marketing problems of Dashahe apples in Feng County.The problems existing in the social media marketing of apples in Dashahe,Feng County are mainly reflected in the following four aspects: First,the brand advantage of agricultural products is insufficient;second,the marketing effect of social media is not good;third,the marketing mode of social media is converging;fourth,the service capacity of producers and operators is limited.The analysis found that the reasons for the above problems include four aspects.First,in terms of products,it is because the regional brand building of fruit products lags behind.Second,in terms of promotion,it is due to the lack of high-quality social media marketing talents.Third,in terms of marketing model,it is because the upgrade path of the marketing model is out of reality.Fourth,in terms of service system construction,the social media marketing service system is not perfect.According to the above analysis,combined with the development trend of Dashahe Apple’s social media marketing,this article focuses on reshaping the "Dashahe" brand.The focus of this paper is to strengthen the rational use of social media.At the same time,based on the actual situation of local location,technology and resources,it proposes four optimization strategies.First,strengthen the regional brand building of fruit products;second,build a professional social media marketing team;third,adopt a diversified social media marketing model;fourth,improve the social media marketing service system. |
