基于短视频平台的农产品电商市场营销路径研究

Research on Marketing Pathways for Agricultural Product E-Commerce Based on Short-Video Platforms

摘要: 在数字经济与乡村振兴战略深度融合的背景下，短视频平台凭借用户基数庞大、传播效率突出、互动性强等优势，成为推动农产品电商突破传统营销瓶颈的核心力量。本文基于现有研究与实践案例，系统分析短视频平台赋能农产品电商的核心价值与发展现状，剖析当前营销过程中存在的内容同质化、人才匮乏、产业链协同不足等问题，并融合4C营销理论(顾客价值、成本、便利、沟通)与价值共创理论视角，从内容创新、主体协同、技术赋能、产业融合四个维度构建具有短视频平台情境特殊性的市场营销路径。研究旨在深化对短视频情境下农产品营销新范式的理论认识，为农产品电商借助短视频平台实现高质量发展提供理论参考，助力“数商兴农”工程落地与乡村产业振兴。

Abstract: Against the backdrop of deep integration between the digital economy and the rural revitalization strategy, short-video platforms have emerged as a core driver for agricultural product e-commerce to overcome traditional marketing bottlenecks, leveraging their advantages of massive user bases, high communication efficiency, and strong interactivity. Drawing on existing research and practical cases, this paper systematically analyzes the core value and current development status of short-video platforms in empowering agricultural product e-commerce. It identifies key challenges in the current marketing process, including content homogenization, talent shortages, and insufficient industrial chain coordination. Subsequently, integrating the perspectives of the 4C marketing theory (customer value, cost, convenience, communication) and the value co-creation theory, a marketing pathway with the contextual specificity of short-video platforms is constructed from four dimensions: content innovation, stakeholder collaboration, technology empowerment, and industrial integration. The research aims to deepen the theoretical understanding of the new paradigm of agricultural product marketing in the context of short videos, provide theoretical references for agricultural product e-commerce to achieve high-quality development through short-video platforms, thereby facilitating the implementation of the “Digital Commerce for Rural Vitality” initiative and promoting rural industrial revitalization.