Study on Network Marketing Strategy of Characteristic Agricultural Products in Shaanxi Province Based on Network Attention
Through Baidu index data sharing platform,this paper collects the network attention data of three types and nine kinds of characteristic agricultural products in Shaanxi Province in 2021,and analyzes the distribution characteristics of network atten-tion of characteristic agricultural products by using seasonal concentration index,preference index and other methods.The results show that the network attention of fruit characteristic agricultural products is strong,the seasonal distribution is the most obvious,the local consumption and export trade are strong,and the distribution of age preference aged 20～29 is the largest;The network of vegetable specialty agricultural products pays less attention,with the most obvious seasonal distribution.Local consumption and surrounding consumption pay more attention,and the age preference is most widely distributed,with a large proportion of 20～50 years old;Tea characteristic agricultural products have the strongest network attention,the seasonal distribution is not obvi-ous,and the regional network attention is more extensive.Men aged 30～39 are loyal consumers of this kind of products.In order to improve the competitiveness of Shaanxi characteristic agricultural products,we should pay attention to the network attention characteristics of agricultural products,improve the quality of agricultural products,layout key sales areas,pay close attention to the peak sales season,accurately meet consumer demand,innovate promotion mode,build online brands and improve product popularity in response to the needs of younger customers.
Haracteristic agricultural productsNetwork attentionNetwork marketing strategyRural vitalizationShaanxi province
万方数据
维普
