通过网络推广乳制品：以新冠疫情期间的西西里佩科里诺法定产区奶酪为例。
Promoting dairy products through the web: The case of Pecorino Siciliano PDO during the COVID-19 pandemic.
作者信息
Borsellino Valeria, Pecoraro Nicola, Schimmenti Emanuele
机构信息
Department of Agricultural, Food and Forest Sciences Università degli Studi di Palermo Viale delle Scienze 13 90128 Palermo Italy.
出版信息
Int J Dairy Technol. 2022 Dec 29. doi: 10.1111/1471-0307.12933.
This study analyses the digital marketing tools that companies producing Pecorino Siciliano with a protected designation of origin (PDO) are implementing on the web through their corporate website and their brand page on Facebook. It aims to verify whether companies are adapting (or not) to new trends in web marketing and e-commerce. The quality of corporate websites was assessed during the COVID-19 pandemic in terms of usability and amount of activity on Facebook brand pages by Pecorino Siciliano PDO-producing companies. Analysed data show that the companies producing Pecorino Siciliano PDO fell short in developing their web-marketing tools, demonstrating their poor adaptation to the new digitalisation trends driven by the COVID-19 pandemic.
本研究分析了生产受原产地保护（PDO）的西西里佩科里诺奶酪的公司通过其公司网站和在脸书上的品牌页面在网络上实施的数字营销工具。其目的是验证这些公司是否正在（或未）适应网络营销和电子商务的新趋势。在新冠疫情期间，从可用性以及生产西西里佩科里诺奶酪PDO的公司在脸书品牌页面上的活动量方面对公司网站的质量进行了评估。分析数据表明，生产西西里佩科里诺奶酪PDO的公司在开发其网络营销工具方面存在不足，这表明它们对新冠疫情推动的新数字化趋势适应能力较差。
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