乡村振兴背景下东方甄选的数字营销策略研究

乡村振兴背景下东方甄选的数字营销策略研究摘要在乡村振兴战略与数字经济深度融合的时代背景下，数字营销已成为推动农产品销售、促进乡村产业振兴的重要战略手段。通过充分利用多元化的数字化渠道，企业能够将产品信息、服务内容和品牌形象等信息精准高效地传递给目标客户，进而提高企业的市场竞争力和品牌影响力。自2022年6月起，新东方旗下直播电商平台“东方甄选”凭借独特的“知识型直播”模式在社交网络平台迅速走红，成功转型为行业领先的农产品在线营销平台。“东方甄选出圈”商业现象背后的数字营销策略也成为研究热点，更为农产品电商的数字化转型提供了创新性的实践范本。本研究以东方甄选为研究对象，基于数字营销时代下的4R营销理论模型，即Recognize(数字画像与识别)、Reach(数字化覆盖与到达)、Relationship(建立持续关系)、Return(实现交易与回报)四个方面，深入剖析其在乡村振兴背景下的数字营销策略，通过文献研究法和定性研究法，归纳出其数字营销策略存在细分不足与数据深度挖掘缺失、渠道依赖性与触达效率瓶颈、情感连接与价值沉淀不足、供应链数字化短板与产品溢价能力不足等问题。为解决上述问题，本文结合4R数字营销理论提出相应的优化建议和方案，进而探索乡村振兴战略下农产品电商的数字化营销模式，为农产品企业优化数字营销策略提供理论参考，助力农村电商高质量发展。关键词：乡村振兴；数字营销：农产品销售ABSTRACTIn the context of the deep integration of rural revitalization strategy and digital economy,digital marketing has become an important strategic means to promote the sales of agriculturalproducts and the revitalization of rural industries.By fully utilizing diversified digital channels,enterprises can accurately and efficiently transmit product information,service content,and brandimage to target customers,thereby enhancing their market competitiveness and brand influence.Starting from June 2022,the live streaming e-commerce platform "Dongfang Zhenxuan"underNew Oriental has quickly become popular on social media platforms with its unique"knowledge-based live streaming"model,successfully transforming into an industry-leading onlinemarketing platform for agricultural products.The digital marketing strategy behind the businessphenomenon of "Eastern Selection Circle"has also become a research hot spot,providinginnovative practical examples for the digital transformation of agricultural e-commerce.This study takes Dongfang Zhenxuan as the research object,and based on the 4R marketingtheory model in the digital marketing era,namely Recognize (digital portrait and recognition),Reach (digital coverage and reach),Relationship (establishing continuous relationships),andReturn (realizing transactions and returns),deeply analyzes its digital marketing strategy in thecontext of rural revitalization.Through literature research and qualitative research methods,it issummarized that its digital marketing strategy has problems such as insufficient segmentation andlack of deep data mining,channel dependence and reach efficiency bottlenecks,insufficientemotional connection and value sedimentation,supply chain digital shortcomings and insufficientproduct premium ability.To solve the above problems,this article proposes correspondingoptimization suggestions and solutions based on the 4R digital marketing theory,and furtherexplores the digital marketing model of agricultural product e-commerce under the ruralrevitalization strategy,providing theoretical reference for agricultural product enterprises tooptimize their digital marketing strategies and help promote the high-quality development of rurale-commerce.Key words:rural revitalization,digital marketing,agricultural product sales目录摘要.ABSTRACT..........一、绪论(一)研究背景....·1.乡村振兴战略的数字化转向12.传统农产品营销的困境13.东方甄选农产品营销模式面临挑战2(二)研究意义.