乡村振兴背景下农产品营销策略探析——以锦溪村非遗羊尾笋为例
Analysis of Agricultural Product Marketing Strategies under the Background of Rural Revitalization—Taking the Intangible Cultural Heritage of Yangwei Bamboo Shoots in Jinxi Village as an Example

乡村振兴战略在中国全面建设社会主义国家的规划中具有重要地位。本文以宁波市锦溪村非遗羊尾笋为例，围绕当前农产品营销面临的挑战和问题展开研究。通过市场调查问卷、实地考察等方式了解锦溪村羊尾笋产业的相关信息，经过交叉分析、对比分析、分组分析、指数分析等统计方法对市场数据进行分析总结。针对当地农产品营销存在的市场信息闭塞、产业结构单一、销售渠道单一等问题，提出优化农产品营销策略的具体措施，从产品、价格、促销与渠道四个方向进行研究与探讨。非遗羊尾笋营销需要注重产品品质和特色，以实现产品差异化和竞争优势。在农产品营销过程中，可以通过打造IP化品牌、开发产品组合、建立产品生命周期管理系统等手段打磨产品。通过差异化定价、捆绑销售来优化产品价格，借助品牌官网、元宇宙平台等多样化渠道销售产品。最后，设置引流款、免费试吃等提升产品曝光。本文旨在为农产品营销、农业经济发展等方向提供研究思路。
The rural revitalization strategy holds a significant position in China’s comprehensive socialist nation-building plan. This study, using the example of the intangible cultural heritage of Yangwei Bamboo Shoots in Jinxi Village, Ningbo City, investigates the challenges and issues facing current agricultural product marketing. Information related to the Yangwei Bamboo Shoot industry in Jinxi Village was obtained through market survey questionnaires and field investigations. Statistical methods such as cross analysis, comparative analysis, group analysis, and index analysis were employed to analyze and summarize market data. Addressing the local agricultural product marketing issues of information blockage, single industrial structure, and limited sales channels, specific measures to optimize marketing strategies are proposed, focusing on product, price, promotion, and distribution channels. Marketing the intangible cultural heritage Yangwei Bamboo Shoots requires emphasis on product quality and characteristics to achieve differentiation and competitive advantages. In the process of agricultural product marketing, product refinement can be achieved through IP-based branding, product portfolio development, and product lifecycle management systems. Product prices can be optimized through differential pricing and bundled sales, utilizing diverse channels such as brand websites and metaverse platforms to sell products. Finally, enhancing product exposure through options like drainage and free tasting is suggested. This paper aims to provide research insights for agricultural product marketing and agricultural economic development.