“数商兴农”背景下特色农产品营销策略研究

——以峰城石榴为例

中图分类号：F327 文献标识码：A 文章编号：1004-0714（2025）04-0063-04

Research on Marketing Strategy of Characteristic Agricultural Products Under the Background of“Digital Businessto PromoteAgriculture"

TakingYichengPomegranateasanExample

ZHANG Chengji （ZhejiangOceanUniversity，3l6ooo，Zhoushan，Zhejiang，China）

Abstract：Inthe Opinionsof the Central Committeeof the Communist Partyof ChinaandtheState Council on Comprehensively PromotingKey Work of Rural Revitalizationin 2022，the implementation of the“Digital Commercefor Rural Revitalizationproject isproposed.Thisprojectaims toachieveahigh-degree integrationof thedigitaleconomy withtraditional rural industries and boost thevitalityand strengthof rural indus tries.As a key characteristic agriculturalindustryinithe local area，Yicheng pomegranate has received significant attentionfromthe government.To better explore the marketing strategies forcharacteristicagricultural products under thebackgroundof“Digital Commerce for Rural Revitalization”，this paperemploys SWOTanalysis to examine its current development status.Theresults show that the Yicheng pomegranate industry faces issues such as low standardization level，single sales channel，and imperfect brand building.To addressthese problems，this paper arguesthat it is necessary toattach importance to the constructionof standardsystems，broadensaleschannels，andstrengthenbrandbuilding，soastopromotethehigh-qualitydevelopment of the industry.

Keywords： Digital Business to Promote Agriculture; Characteristic Agricultural Products;Marketing Strategy;SwoT Analysis;Yicheng Pomegranate

近年来农村电商进人规模化、专业化发展阶段，国家加大了对农村电商的支持力度。（剩余6684字）