直播电商赋能农产品网络营销问题与策略研究

Research on Problems and Strategies of Live-Streaming E-Commerce Empowering Agricultural Products’ Online Marketing

摘要: 随着数字经济的发展，网络营销已成为农产品打通市场流通渠道、提升附加值的重要手段。直播电商凭借即时互动、场景化呈现、信任构建等优势，为农产品网络营销提供了新的突破口。本文以农产品网络营销为研究对象，结合当前直播电商发展的行业现状，分析直播电商在赋能农产品网络营销中面临的产品标准化不足、供应链体系薄弱、主播专业度欠缺、品牌建设滞后等问题，并从产品端、供应链端、运营端、品牌端提出针对性的优化策略，旨在为农产品借助直播电商实现高效网络营销提供实践参考，助力农村电商经济高质量发展。

Abstract: With the development of the digital economy, online marketing has become a crucial means for agricultural products to open up market circulation channels and enhance added value. Live streaming e-commerce, leveraging advantages such as real-time interaction, scenario-based presentation, and trust-building, provides a new breakthrough for agricultural product online marketing. This paper takes agricultural product online marketing as the research object, combines the current industry status of live streaming e-commerce development, and analyzes the problems faced by live streaming e-commerce in empowering agricultural product online marketing, including insufficient product standardization, weak supply chain system, lack of anchor professionalism, and lagging brand building. Corresponding optimization strategies are proposed from the product end, supply chain end, operation end, and brand end, aiming to provide practical references for agricultural products to achieve efficient online marketing through live streaming e-commerce and contribute to the high-quality development of rural e-commerce economy.