数字经济赋能电商农产品网络营销策略研究

Research on the Network Marketing Strategy of Agricultural Products in E-Commerce Empowered by Digital Economy

摘要: 21世纪信息技术与互联网科技的迅猛发展催生了数字经济时代，在数字经济的赋能作用下，现代经济结构正经历持续转型，产品销售产业链不断延伸，营销模式逐步向多元化演进。作为数字经济的新兴领域，电子商务行业伴随网络的全域覆盖快速崛起，逐渐发展成为大众生活中不可或缺的主流消费渠道。近年来，伴随短视频平台的迅猛发展，直播电商营销已然成为当前电商产品推广的新型渠道，尤其对农产品销售而言，直播营销凭借独特的资源禀赋与较高的关注热度，有助于提升农产品市场认知度，推动农村电商产业的良性发展。本文旨在分析数字经济环境下农产品直播电商营销的重要性及其当前态势，同时给出具体的发展对策以供借鉴。

Abstract: The rapid development of information technology and Internet science and technology in the 21st century has given birth to the era of digital economy. Under the enabling effects of digital economy, the modern economic structure is continuously transforming, the industrial chain of product sales is constantly extending, and marketing models are gradually evolving towards diversification. As an emerging sector of the digital economy, the e-commerce industry has rapidly risen with the full-scale coverage of the internet, gradually developing into an indispensable mainstream consumption channel in public life. In recent years, with the vigorous rise of short-video platforms, live-streaming e-commerce marketing has become a new path for promoting e-commerce products. Especially for agricultural product sales, live-streaming marketing, with its unique resource endowments and high attention, helps enhance the market recognition of agricultural products and promote the sound development of the rural e-commerce industry. This paper analyzes the significance and current status of the development of live-streaming e-commerce marketing for agricultural products in the context of digital economy, and proposes targeted development strategies for reference.