基于大数据的特色农产品精准营销创新研究——以广东省中市山为例

发布时间：2018-02-11 18:07

本文关键词： 大数据中山特色农产品精准营销体系策略　出处：《江苏农业科学》2017年06期 　论文类型：期刊论文

【摘要】：随着居民生活水平的提高和移动手机购物的普及,特色农产品日益多样化、优质化,消费者需求也呈现出个性化、感性化、动态化趋势。广东省中山市特色农产品资源丰富、"一镇一品"已成为当地的亮丽名片,在当今崇尚"自然生态、绿色有机、健康安全"的消费时代,具有巨大的营销优势;依托国家各种利好政策的支持,大数据的技术变革必将对现代农业的营销决策产生重大影响。基于实地考察分析了中山市特色农产品营销现状及问题,构建基于大数据的中山市特色农产品精准营销体系,探讨了大数据环境下中山市特色农产品电商企业精准营销实施策略,充分利用大数据这种新型的信息处理方式,实现了对客户需求和行为的精准判断,实时提供个性化的产品和服务,提高交易达成率和交易规模,快速提升中山市特色农产品的品牌影响力。
[Abstract]:With the improvement of the living standard of residents and the popularization of mobile phone shopping, characteristic agricultural products are increasingly diversified and high-quality, and consumer demand also presents individuation and sensibility. Dynamic trend. Zhongshan City in Guangdong Province is rich in characteristic agricultural products resources, "one town, one product" has become the local bright business card, in today's advocating "natural ecology, green organic, healthy and safe" consumer era, has a huge marketing advantage; Relying on the support of various favorable policies of the country, big data's technological transformation will have a great impact on the marketing decision of modern agriculture. Based on the field investigation, this paper analyzes the present situation and problems of the marketing of characteristic agricultural products in Zhongshan City. Based on big data's accurate marketing system of characteristic agricultural products in Zhongshan City, this paper discusses the implementation strategy of accurate marketing of characteristic agricultural products e-commerce enterprises in Zhongshan City under the environment of big data, and makes full use of the new type of information processing method such as big data. It realizes the accurate judgment of customer demand and behavior, provides personalized products and services in real time, improves the rate and scale of transaction, and promotes the brand influence of characteristic agricultural products in Zhongshan City.
【作者单位】：中山火炬职业技术学院管理工程系;
【基金】：广东省中山市社会公益科技研究项目(编号:2016B2162)
【分类号】：F323.7

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