Research on Optimization of New Media Marketing Strategy for Specialty Agricultural Products in the Background of Rural Revitalization

With the country vigorously developing the rural revitalization strategy, rural agricultural products continue to be loved by consumers. Internet economy and new media marketing help specialty agricultural products break regional restrictions, allowing consumers’ choices to no longer be limited to a single offline channel, but expand into diversified online channels. This change in consumption choices has enabled the sale of specialty agricultural products across the country and even around the world, bringing new opportunities to them. Based on this, this paper takes characteristic agricultural products as the research object, uses literature analysis, data analysis and case observation to understand the current situation of new media marketing of characteristic agricultural products and summarize the current problems. Finally, we put forward countermeasures and suggestions such as increasing innovation efforts, strengthening brand building, strengthening quality control management, and optimizing talent construction.