数商兴农背景下农产品电商直播营销策略探究

Research on Live Marketing Strategies of Agricultural Products E-Commerce under the Background of Digital Commerce Promoting Agriculture

摘要: 在数商兴农战略背景下，农产品电商直播作为推动农业数字化转型、促进农产品销售的关键模式，正释放巨大潜力。本研究聚焦农产品电商直播营销策略，分析其在数商兴农中的重要意义，探究现存问题，如直播内容同质化、专业人才匮乏、供应链不完善等。通过案例分析与理论研究，提出针对性策略，包括打造特色直播内容，结合农产品文化与故事，提升吸引力；加强专业人才培养，提高主播与运营团队专业素养；完善供应链体系，保障农产品品质与物流时效等。旨在通过优化营销策略，更好发挥电商直播在数商兴农中的作用，推动农产品上行，助力乡村振兴。

Abstract: Under the background of the “Digital Commerce Promoting Agriculture” strategy, e-commerce live-streaming of agricultural products, as a key model for promoting the digital transformation of agriculture and boosting the sales of agricultural products, is unleashing huge potential. This research focuses on the marketing strategies of e-commerce live-streaming of agricultural products, analyzes its important significance in “Digital Commerce Promoting Agriculture”, and explores existing problems such as the homogenization of live-streaming content, the shortage of professional talents, and the imperfect supply chain. Through case studies and theoretical research, targeted strategies are proposed, including creating distinctive live-streaming content by combining the culture and stories of agricultural products to enhance attractiveness; strengthening the cultivation of professional talents to improve the professional qualities of hosts and operation teams; and improving the supply-chain system to ensure the quality of agricultural products and the timeliness of logistics, etc. The aim is to better play the role of e-commerce live-streaming in “Digital Commerce Promoting Agriculture” by optimizing marketing strategies, promote the upward flow of agricultural products, and contribute to rural revitalization.