关键词: “文艺赋美乡村”, 农产品营销, 互联网营销, “互联网+农业”, 文化附加值, 文化传播

Abstract: Against the dual backdrop of the in-depth integration of“Internet + agriculture”and the advancement of the “cultural and artistic empowerment of rural aesthetics”policy, internet marketing of agricultural products has become a key link connecting rural production and urban consumption. However, it currently faces challenges such as severe brand homogenization, low cultural added value, and a single form of communication. Based on the context of“cultural and artistic empowerment of rural aesthetics”, this paper sorts out the opportunities and challenges, and further explores the integration paths of cultural and artistic elements with marketing links. It aims to provide a reference for optimizing the internet marketing strategies of agricultural products, and offer practical insights for addressing the dilemmas in agricultural product marketing, activating the cultural and economic value of rural areas, and facilitating the revitalization of rural industries.

Key words: “Cultural and artistic empowerment of rural aesthetics”, Agricultural product marketing, Internet marketing, “Internet + agriculture”, Cultural added value, Cultural communication