Data Guidance to Precision Marketing of Featured Agricultural Products: Taking the Market Demand of Calcium Fruit in Shenfu Area as an Example

Abstract

To promote the information sharing of orders, production capacity and channels, and support core enterprises to play the synergistic linkage role of information flow on upstream and downstream, production, supply and marketing, with the advocation and support on digital supply chain construction from the Chinese government, this paper focuses on the guidance of market information data to the formulation of precision marketing strategy of featured agricultural products. Taking the questionnaire data of 927 respondents in Shenfu, Liaoning Province as an example, a statistical model was used to analyze the characteristics of consumers’ demand of agricultural products with calcium fruit characteristics, and the important factors that affect their purchase intention. In this way, targeted precision marketing suggestions are put forward. In addition to demonstrating the role of data in precision marketing of featured agricultural products, this research helps to accelerate the digital transformation of the industry and strengthen the new driving force of the real economy.