摘要
XL公司是一家融合生产、加工、销售为一体的农产品电商服务公司，以赫
章核桃为主营产品，赫章核桃是贵州省非常具有代表性的特色农产品，具有“高
质量、高保障、高原山地培植”三高的特点，曾在奥运会上名声大震，近年来培
植技术创新取得重大突破，具备一定市场竞争力。这几年，受贵州省发展高效山
地特色农业助推乡村振兴政策的积极影响，公司市场前景良好，但在营销方面，
还是存在营销模式老套、知名度不广、客源开发难等问题，目前，随着信息技术
的不断更新及互联网环境飞速变化，以新媒体营销为首的新型营销理念逐渐受到
人们重视， XL公司在此方面初步做出了一些探索，但实际运作困难，未取得良
好效果。
本文选取贵州省赫章县XL公司作为研究范例，整合现今新媒体营销相关理
论，参考传统营销理论，深度分析了XL公司目前所处的宏观微观环境以及营销
现状，由此展现出 XL公司现有的营销模式改革迫在眉睫。此外，通过访谈法、
问卷调研等方式剖析总结出 XL公司核桃新媒体营销的现状及问题，最后利用新
媒体营销理论及网络整合营销 4I原则有针对性的设计新媒体营销策略优化方
案。期望通过此方案的实施帮助XL公司核桃营销实现突破，更加精准匹配消费
者需求，提升市场竞争力，以此巩固脱贫攻坚成果，助推乡村振兴。
关键词：赫章核桃；特色农产品；新媒体营销
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Abstract
XL is a companywith walnuts as the main products,production,processing,
sales forthe integrationof agriculturalelectricitybusinessservices company, XL
company sales of walnut belongs to mountain characteristicsof agricultural products,
with "high quality, high security, plateau mountain cultivating"the characteristicsof
the three tenors, is very typical characteristicsof agriculturalproducts in guizhou, a
celebrityinthe OlympicGames,Inrecent years,theinnovationof cultivation
technology hasmadesignificantbreakthrough, andithascertain market
competitiveness.In recent years, the company has a good market prospect under the
positiveinfluenceof the ruralrevitalizationpolicyofGuizhouProvince,which
promotesthedevelopment of efficientmountainouscharacteristicagriculture.
However,in termsof marketing,there arestill problemssuch asold-fashioned
marketing model, low popularity and difficulty in customersource development. At
present, with the continuous updating of information technology and the rapid change
of Internet environment, The new marketing concept led by new media marketing has
been paid attention to gradually, XL company has made some preliminary exploration
in this aspect, but the actual operation is difficult, not good results.
In this paper, XL company in HezhangCounty of Guizhou Province is selected
as a research example,integrating the current new media marketing theory, referring
to the traditional marketing theory, in-depth analysis of the XL company is currently
in the macro environmentand micro environmentand marketingstatus quo, which
shows that XL company's existing marketingmode reform is imminent. In addition,
throughin-depthinterview, questionnairesurveyand other waysto analyzeand
summarize the status quo and problems of XL company walnut new media marketing,
finally use new media marketing theory and network integrated marketing 4I principle
targeted design of new media marketing strategy optimization program. It is expected
thattheimplementationof thisprogramwillhelpXLcompanyachievea
breakthroughinwalnutmarketing,moreaccuratelymatchconsumerdemand,
improve market competitiveness, so as to consolidatethe achievementsof poverty
alleviation and boost rural revitalization.
Key Words:Hezhang walnut;Characteristicagriculturalproducts; New media
marketing
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