奉节县脐橙新媒体营销策略分析

ABSTRACTABSTRACTWith the rapid development of science and technology,new media marketingmethods are also constantly evolving,showing diversified characteristics.Therefore,how to gain advantages in the new media environment,win the trustof consumers,improve customer conversion rate and increase sales share ofFengjie navel orange has become an important challenge in the currentmarketing work.Therefore,this paper has important practical significance todeeply explore the new media marketing strategy of navel orange in FengjieCounty.The purpose of this paper is to explore the current situation of navel orangenew media marketing in Fengjie County and put forward relevant issues basedon practical experience and theoretical knowledge.After analysis,the newmedia marketing of navel orange in Fengjie County has such problems as:lowrate of high-quality products,lack of professional marketing talents,imperfectpublicity and brand promotion,inadequate promotion of new media marketingmodel of agricultural products,decentralized sales channels,insufficientintegration of big data and resources,etc.Through the SWOT analysis method,this paper analyzes the advantages,disadvantages,opportunities and threats ofFengjie County navel orange marketing in detail,and uses the marketing mixtheory,combined with the new media era and the characteristics of FengjieCounty navel orange,proposes a series of optimization strategies to improve themarketing quality of Fengjie County navel orange.Specifically,in terms ofbrand strategy,authorize new media marketing brands to carry out publicity andpromotion;In terms of talent strategy,strengthen talent training and improve theability of marketing team;And improve the efficiency of marketing channels inorder to achieve better marketing results;Strengthen talent training and carryout local training to improve talent capacity;In order to improve the marketcompetitiveness of navel orange in Fengjie County,the publicity strategy should