文章编号:1673-887X(2023)06-0087-03VR农产品云上展销会探索与实践周路(江苏省农业宣传教育与文化体育中心,江苏南京210000)摘要为推动农业会展工作转型升级,以推出一批高知名度、高美誉度和高忠诚度的江苏农业品牌为主线,2021年江苏省农业宣教中心积极打造融合宣传推介、产销对接、云上洽谈、电商交易为一体,具有江苏特色的农业会展新模式——“苏韵乡情”江苏名特优农产品云上展销会。特色鲜明、错位发展的VR农产品云上展销会营销平台在展示江苏农业发展成果、促进农产品营销促销、宣传推介农业品牌等方面发挥了积极作用。关键词农产品;VR数字展厅;云上展销中图分类号S126文献标志码Adoi:10.3969/j.issn.1673-887X.2023.06.029ExplorationandPracticeofVRAgriculturalProductsCloudTradeFairZhouLu(JiangsuAgriculturalPublicityandEducationCultureandSportsCenter,Nanjing210000,Jiangsu,China)AbstractAbstract:Inordertopromotethetransformationandupgradingofagriculturalexhibitionwork,withthelaunchofanumberofhigh‐visibility,high-reputationandhigh-loyaltyJiangsuagriculturalbrandsasthemainline,in2021,themissionandeducationcenterwillactivelycreateanewmodelofagriculturalexhibitionwithJiangsucharacteristicsthatintegratespublicityandpromotion,productionandmarketingdocking,cloudnegotiation,ande-commercetransactions—JiangsuFamousandExcellentAgriculturalProductsCloudExhibitionandFair.TheVRagriculturalproductscloudexhibitionmarketingplatformwithdistinctivecharacteristicsanddis‐locationdevelopmenthasplayedanactiveroleindisplayingtheachievementsofJiangsu'sagriculturaldevelopment,promotingthemarketingandpromotionofagriculturalproducts,andpublicizingandpromotingagriculturalbrands.Keywords:agriculturalproduct,VRdigitalexhibitionhall,cloudexhibition农产品创新展会服务模式是党中央、国务院的重大部署,是特殊条件下推动农业加快恢复和发展的重要举措[1]。为深入贯彻总书记关于统筹推进特殊时期经济社会发展工作等重要讲话和指示批示精神,推进展会服务创新、管理创新、业态模式创新,加快培育行业发展新动能,构建特色鲜明、错位发展的VR农产品云上展销会营销平台势在必行。1VR数字展厅介绍VR即虚拟现实技术,简称VR技术(VirtualReality),最早由美国的乔•拉尼尔...