A Study of Digital Marketing Strategies for Dandong Strawberries

丹东草莓作为丹东市的标志性农产品和地理标志保护产品，是当地经济发展的支柱产业。然而，传统的营销模式已难以满足丹东草莓产业现代化发展需求，所以系统探索丹东草莓数字营销的创新策略和实践路径十分重要。本文提出一系列数字营销策略，包括打击假冒伪劣产品、拓展数字营销渠道、提升用户数字化购物体验、打造丹东草莓专属IP，旨在提升丹东草莓品牌营销力与市场竞争力，进一步拓宽销售渠道，推动产业的转型升级，并为其他农产品的数字营销提供可借鉴范例。Dandong strawberries, as the landmark agricultural products and geographical indication protected products of Dandong City, are the pillar industry of local economic development. However, the traditional marketing model has been difficult to meet the modernization and development needs of Dandong strawberry industry, so it is important to systematically explore the innovative strategies and practical paths of Dandong strawberry digital marketing. This paper proposes a series of digital marketing strategies, including combating counterfeit and shoddy products, expanding digital marketing channels, enhancing the user’s digital shopping experience, and creating an exclusive IP for Fengjie navel oranges, with the aim of enhancing the marketing power and market competitiveness of the Dandong strawberry brand, further expanding sales channels, promoting the transformation and upgrading of the industry, and providing examples for the digital marketing of other agricultural products to learn from.