摘要
新冠疫情发生以来，受物流受阻、需求下降等因素影响，大量农产品滞销，基于对
农产品滞销大数据平台数据分析，蔬菜、禽类、水产、水果滞销严重，为解决疫情下农
产品营销的困境，网红“书记”、“主播”县长、网红主播等越来越多新媒体矩阵平台参
与到“直播带货”中，他们使出浑身解数帮助农户带货。从新媒体的角度来看，诸如在
具有商品的矩阵平台上进行实时流式传输等新的在线消费方法正在不断更新，这在一定
程度上弥补了线下消费的不足，在扩大内需，促进消费，并显示出坚强和力量的爆发力。
近年来，随着新媒体矩阵信息发展不断提升和移动技术方法的整合，新媒体“矩阵
直播+平台”经济逐渐繁荣,各种行业已经引进新媒体直播技术，希望能带来新的经济增
长点，农产品营销在新媒体时代渠道越来越多样化，他们借助新媒体矩阵平台通过视频、
文字、直播等形式展现新时代我国乡村发展的风貌，依靠在网络自媒体上的农产品品牌
知名度和自身的影响力助推乡村地区脱贫致富实现振兴。
本文以 A公司作为梅州市新兴的农产品公司为研究对象，根据其公司通过融媒体公
司+A公司+合作社发展模式，发展纯天然高山茶油、茶叶、无公害腐竹等绿色有机特色
农产品。虽然它成立的时间很短，但发展也很快。公司在通过借助自身的技术力量，在
移动多媒体矩阵下的电子商务平台和特色农产品营销策略，市场不断的拓展，吸引更多
的消费者用户，成功在广东省粤东地区和珠三角地区站住了脚跟，A公司是粤东地区一
家典型主要利用多媒体电商平台实施绿色特色农产品营销策略的农业企业。尽管基于在
多媒体矩阵视角下的营销策略呈现良好开端，但是由于 A公司成立时间短，非持续性盈
利和营销手段、品牌淡薄、电商人才缺乏在这些企业仍具主导地位，从而影响企业的进
展，且面临后疫情时期困境影响等诸多现实性的问题。
本文将根据特色农产品市场发展现状，建议 A公司采用新媒体技术与营销、事件营
销等方式，以新媒体技术为运营方式，以农产品品牌营销战略为引导，提升农产品品牌
营销效果，顺应环境的改变，采取互联网思维结合创新趋势，把握新媒体营销的特色，
推动农产品的销售与发展。A公司特色农产品营销的目标市场定位应选择“健康、高品
质”的农产品，对农产品的质量和品质进行严格把关，树立健康、有机特色、健康的企
业形象，进军农产品中高端市场。打造“新媒体+特色农产品”新媒体矩阵下营销渠道、
充分利用各类博览会开展直销、建立有针对性的绿色产品促销策略等。与此同时，为保
障公司具体营销策略的实施，A公司将加强企业产品品牌文化建设、建立营销人才队伍、
做好营销人力财力保障、满足消费者绿色消费多元需求和积极争取政府部门政策和资金
支持,以促使营销策略既符合营销理念，又符合绿色理念，真正做到特色农产品的绿色营
销。
关键词：新媒体营销；新媒体矩阵；特色农产品；营销理论
I

Abstrcat
Since the outbreak of COVID-19, due to factors such as obstruction of logistics and
declining demand, a large number of agricultural products are unsalable. Based on the analysis
of the big data platform of agricultural products, vegetables, poultry, aquatic products and
fruits are not salable, so as to solve the plight of agricultural products marketing under the
epidemic situation, net red "secretary" and "anchors" county magistrate, More and more new
media matrix platforms, such as wanghong anchor, are participating in the "live delivery", and
they try their best to help farmers bring goods. From the perspective of new media, new online
consumption methods such as real-time streaming transmission on the matrix platform with
commodities are constantly updated, which make up for the lack of offline consumption to a
certain extent, expand domestic demand, promote consumption, and show a strong and
powerful explosive force.
In recent years, with the continuous improvement of the development of new media
matrix information and the integration of mobile technology, the economy of new media
"matrix live broadcast + platform" is gradually booming. Various industries have introduced
new media live broadcast technology, hoping to bring new economic growth points. In the
new media era, the marketing channels of agricultural products are becoming more and more
diversified. With the help of new media matrix platform, they use video, text, video, video,
video, video, video, etc Live broadcast and other forms show the style and features of rural
development in the new era. Relying on the brand awareness of agricultural products and its
own influence on the network we media, rural areas can get rid of poverty and become rich to
achieve revitalization.
In this paper, a company as a new agricultural product company in Meizhou city is taken
as the research object. According to its development mode of media company + a company +
cooperative, it develops pure natural mountain tea oil, tea, pollution-free Yuba and other green
organic agricultural products. Although it was established for a short time, it also developed
rapidly. With the help of its own technology, e-commerce platform under the mobile
multimedia matrix and marketing strategy of characteristic agricultural products, the company
has continuously expanded its market, attracted more consumers and successfully established
a foothold in eastern Guangdong and Pearl River Delta, Company a is a typical agricultural
enterprise in eastern Guangdong, which mainly uses the multimedia e-commerce platform to
implement the marketing strategy of green characteristic agricultural products. Although the
II

marketing strategy based on the perspective of multimedia matrix presents a good start, due to
the short establishment time of company a, non sustainable profit and marketing means, weak
brand, lack of e-commerce talents still play a leading role in these enterprises, which affects
the progress of enterprises, and faces many practical problems such as the impact of the
predicament in the post epidemic period.
According to the current situation of agricultural product market development, this paper
suggests that company a adopt new media technology and marketing, event marketing and
other ways, take new media technology as the operation mode, take agricultural product brand
marketing strategy as the guidance, improve the effect of agricultural product brand marketing,
comply with the change of environment, adopt Internet thinking combined with innovation
trend, grasp the characteristics of new media marketing, Promote the sales and development of
agricultural products. The target market positioning of a company's characteristic agricultural
products marketing should select "healthy and high-quality" agricultural products, strictly
control the quality and quality of agricultural products, establish a healthy, organic and healthy
corporate image, and enter the high-end market of agricultural products. We should create
marketing channels under the new media matrix of "new media + characteristic agricultural
products", make full use of all kinds of expositions to carry out direct sales, and establish
targeted promotion strategies for green products. At the same time, in order to ensure the
implementation of the company's specific marketing strategy, company a will strengthen the
construction of enterprise product brand culture, establish a marketing talent team, do a good
job in marketing human and financial security, meet the diversified needs of consumers' green
consumption, and actively strive for the policy and financial support of government
departments, so as to promote the marketing strategy in line with the marketing concept and
the green concept, Truly achieve green marketing of characteristic agricultural products.
Keywords: New media marketing; New media matrix; Characteristic agricultural
products; Marketing theory
III
。。。以下略