乡村振兴背景下农产品网络营销策略研究

一一以马踏湖白莲藕为例

中图分类号：F323.7 文献标志码：A 文章编号：2096-9902（2026）01-0093-04

Abstract：Theruralrevitalizationstrategyisaprofoundsocialchangeandamajormeasuretoconsolidateandexpandthe resultsofpovertyaleviationandcomprehensivelybuildamodemsocialistcountry.Withthecontinuousdevelopmentofthe Internet，expandingthesalesofspecialtyagriculturalproductsthroughonlinemarketingisoneoftheefectivemeasuresto promotetheupgradingofruralindustriesandincreasefarmers'income.Therefore，itisofpracticalsignificancetostudythe onlinemarketingofcharacteristicagriculturalproductsinthecontextofruralrevitalization.MataLakeWhiteLotusisa characteristicagriculturalproductofHuantaiCountybutitssaleschannelsarestlldominatedbytraditionalmarketingchanels. Theonlinesalesresultsarenotideal，andthepotentialof"Internetplus"technologyinexpandingthemarketandenhancing brandvalueisnotfullytapped.Basedontheperspectiveofruralrevitalization，thispaperbrieflyanalyzesthecurrent developmentstatusofonlinemarketing of Mata Lake White Lotus，focusing onproposing optimization strategies fromfouraspects： standardconstruction，brandconstruction，logisticsconstruction，andtalentconstruction，soastoprovidereferenceforthe developmentofMataLakeWhiteLtusindustryandtheimplementationofonlinemarketingof specialtyagricultural productsin the context of rural revitalization.

keywords：ruralrevitalization;specialtyagriculturalproduct;MataLakeWhiteLotus;onlinemarketing;optimizationstr

乡村振兴战略是贯彻我党在新时代“三农"工作方针的重要举措，是我国推动农业农村现代化的重大决策部署。（剩余6575字）