摘要
在全球经济绿色转型背景下，林下经济作为生态友好型经济模式正迎来变革，数字技术为林区特色农旅产品营销带来了全新机遇。本研究从林下经济转型出发，探讨数字赋能对营销模式创新的影响。通过文献分析、问卷调研和案例研究，构建了东北林区数字赋能营销模式，并验证其有效性。研究表明，数字技术在产品推广、精准触达和品牌塑造方面显著提升了市场竞争力，大数据和人工智能是实现精准营销的核心支撑，而跨界协同与多平台联动是关键成功要素。然而，技术成本高、数字素养不足及政策支持不足等挑战仍待解决。本研究提出通过政策引导、技术赋能和能力建设优化数字化转型，为林区经济高质量发展提供参考。
关键词： 林下经济；数字赋能；数学化转型；特色农旅产品；营销模式
Abstract
Amid global green economic transformation, the understory economy is undergoing significant changes, with digital technologies offering new opportunities for marketing forest-based agri-tourism products. This study explores how digital empowerment drives marketing model innovation through literature review, surveys, and case studies, focusing on northeastern forest regions. Results show that digital technologies enhance competitiveness in product promotion, customer targeting, and brand building, with big data and AI as core enablers, and cross-sector collaboration as a key success factor. Despite challenges like high costs, low digital literacy, and insufficient policy support, the study suggests strategies involving policy guidance, technological empowerment, and capacity building to support high-quality development of forest-based agri-tourism products.
Key words： Understory economy; Digital empowerment; Mathematical transformation; Special agricultural tourism products; Marketing model
参考文献 References
[1] 刘明辉. 林下经济发展的现状与对策研究[J].农业经济, 2021, 47(4)：34-39.
[2] 王鹏飞，张玉洁. 数字技术助力农业经济高质量发展探讨[J]. 农村发展研究, 2022, 58(5)：12-18.
[3] 国家林业局. 中国林业统计年鉴[M].北京：中国林业出版社, 2021.
[4] 李海涛，陈晓兰. 林下经济与绿色发展的协同关系分析[J].生态经济, 2020, 36(3)：45-52.
[5] 张丽. 基于数字技术的农旅产品品牌化研究[A]. 农业经济理论与实践——论文集[C]. 上海：上海财经大学出版社, 2022. 98-105.
[6] 农业农村部. 实施乡村振兴战略的若干意见[R]. 2023.
[7] Andersson, T., Karlsson, S., & Mattson, L. Digital forestry management: Innovations and challenges[J]. Journal of Forestry Research, 2019, 30(2): 233–245.
[8] Döllner, J., de Amicis, R., Burmeister, J.-M., & Richter, R. Forests in the Digital Age: Concepts and Technologies for Designing and Deploying Forest Digital Twins[C]. The 28th International ACM Conference on 3D Web Technology (Web3D '23), 2023.
[9] European Commission. Agricultural innovation and sustainability in Europe[R/OL]. 2018.
[10] Kotler, P., & Keller, K. L. Marketing Management[M]. Pearson Education, 2016.
[11] Li, H., & Lu, J. The role of artificial intelligence in tourism marketing[J]. Journal of Tourism Research, 2020, 45(3): 234-248.