发布时间：2023-06-22
Little marketing, great success!
Rural revitalization cannot be achieved without the presence of the TJUers
In the 2022 National Consumtion Assistance to Assist Rural Revitalization
Excellent Typical Cases
Issued by the National Development and Reform Commission
Tianjin University consumption assistance case
“A Small Marketing Competition, A Big Stage for Assisting Sales”
Was Rated as "2022 National Consumer Assistance
Excellent Typical Cases of Assisting Rural Revitalization"
It has been reported that
only 6 universities across the country have been selected for their work cases this time,
including Tianjin University, Jilin University, Fudan University,
Sun Yat-sen University, Dalian Polytechnic University, West China Hospital of Sichuan University
Assisting and supporting consumption
Everyone can do it, everyone is able to do it
Let's learn about this TJU’s Plan together!
(Launching Ceremony and Cloud Exhibition of the National College Public Welfare Agricultural Marketing Competition)
Since 2013, Tianjin University (hereafter called TJU) has provided targeted assistance to Tanchang County, Gansu Province. In order to solve the problem of focusing on production rather than marketing in the process of rural industry development, TJU has been holding the National Public Welfare Marketing Contest every year since June 2020, relying on the Marketing Department of the College of Management and Economics (hereafter called CoME) and the Student Innovation and Entrepreneurship Center, always focusing on Tanchang rural product marketing, relying on the social e-commerce model, and through the way of "product research + skills training + marketing practice", to create a unique way to help farmers and encourage sales.
(TJU established a practice base in Tanchang E-commerce Center relying on the agricultural marketing competition)
The organizers of the marketing competition collected and explored local characteristics through symposiums and questionnaires, searched for marketing hotspots, conducted product research, and extracted five distinctive cultural elements of Tanchang products, namely Green Nature, Millennium Old Medicine Town, Red Culture, Qiang Tibetan Charm, and E-commerce Characteristics. In order to stimulate the endogenous power of marketing subjects, we invited more than 10 experts and scholars in marketing area from TJU, Nankai University, Shanghai University of Finance and Economics, Chongqing University and other universities to carry out professional training focusing on social entrepreneurial marketing, agricultural product brand positioning and communication, marketing digitalization and other topics. The trainees covered more than 80 e-commerce practitioners and farmers in Tanchang, and more than 700 agricultural students, effectively helping local enterprises improve their talent competitiveness. For three consecutive years, the competition organized over 700 students from major universities across the country to conduct marketing exercises, guiding students to "showcase their abilities" and assist in consumption assistance.
The marketing competition has successively set up e-commerce, cultural tourism, and food tracks. On the e-commerce track, contestants worked together with enterprises in the assisted areas to optimize their marketing strategies, forming a marketing plan of 200000 words, conducting more than 10 live streaming activities, attracting more than 8000 viewers and accumulating sales of 442400 yuan. In the cultural tourism and food track, the contestants recorded the beautiful scenery and local customs, presented the picture scroll of rural revitalization with photos, videos and words, cooked food with agricultural aid commodities, encouraged and praised agricultural specialty products with tempting colors, aromas, and flavors, and helped enterprises create product features and cultural business cards by taking advantage of disciplinary advantages. The event was well received by CCTV, People's Daily, Guangming Daily, China Youth Daily Reported by media such as China University Education Online.
(TJU's rural revitalization and consumption assistance activities were reported by CCTV)
Not only focused on the competition, the marketing competition organizer supported the participating teams, continued to contact the assisted enterprises after the competition, focused on the development of e-commerce and brand building in Tanchang, and continues to assist local enterprises by establishing innovation and entrepreneurship practice bases, equipping entrepreneurship mentor teams, incubating entrepreneurship projects, and other methods in the assisted areas, achieving normalized technical assistance and consumption assistance.
(Marketing student teams and partner enterprises were carrying out live streaming sales)
The National Public Welfare Agricultural Assistance Marketing Competition focuses on the new business format of "Social + E-commerce", proposing the slogan of "Everyone is willing to do, everyone can do, and everyone is able to do", and embarking on a fission marketing path of "social + e-commerce". In response to the operation, management, and marketing of local enterprises in Tanchang, TJU has applied for one rural revitalization case project from the Ministry of Education, one innovation and entrepreneurship project from Tianjin, completed three national college student innovation and entrepreneurship training programs, published two cases, and completed three pending cases. It has embarked on a path of "Farmers + Enterprises + Universities" that combines industry, academia and research to increase agricultural income. The participating student team teamed up with agricultural and sideline product enterprises in a "light entrepreneurship" approach, not only helping rural enterprises expand product sales, but also accumulating entrepreneurial experience and methods in the marketing process, creating a "Student team+Enterprise" "light entrepreneurship" practical education path.
The small marketing competition is not only a big stage for sales assistance, but also a big classroom for educating people. This is the most concrete embodiment of the concept of TJU, which has always adhered to the principle of building morality and cultivating people, guiding young students to participate in rural revitalization in an all-round way, to be educated and grow their talents and realize the win-win cooperation.
