特色农产品网络营销策略分析——以兰州金鹏百合公司为例
Analysis of Network Marketing Strategy of Characteristic Agricultural Products—Taking Lanzhou Jinpeng Baihe Company as an Example

随着健康饮食理念的普及，我国特色农产品市场规模持续扩大。在互联网时代的推动下，特色农产品的销售渠道日益多元化，涵盖线下市场、电商平台、社交媒体等。本文以兰州金鹏百合公司为研究对象，对其近三年销量数据及营销现状进行分析，通过运用STP理论探析该公司特色农产品营销策略的优点及挑战，不仅能够更好地把握消费者需求，还能为提升企业市场竞争力提供理论支持和实践方案。
With the popularization of the concept of healthy diet, the market scale of China’s characteristic agricultural products continues to expand. Driven by the Internet era, the sales channels of characteristic agricultural products are increasingly diversified, covering offline markets, e-commerce platforms, social media, etc. This paper takes Lanzhou Jinpeng Baihe company as the research object, analyzes its sales data and marketing status in recent three years, and analyzes the advantages and challenges of the company’s characteristic agricultural product marketing strategy by using STP theory, which can not only better grasp the needs of consumers, but also provide theoretical support and practical solutions for improving the market competitiveness of enterprises.