生鲜直播中视觉和话术营销策略研究

Research on Visual and Verbal Rhetoric Marketing Strategies in Fresh Produce Live Streaming

摘要: 针对现有研究对直播营销中视觉与话术要素的割裂探讨，本文立足于生鲜电商领域，系统剖析了二者的协同作用机制。基于对抖音平台五个具有代表性的生鲜电商账号的观察，研究系统梳理了视觉与话术的具体策略组合，进而从中凝练出信任构建型、情感共鸣型与价值驱动型三类协同营销模式。研究发现，生鲜直播的营销效能根植于视觉与话术的有机整合，而非要素的简单叠加。此结论为不同市场定位的生鲜商家提供了分层次、可操作的策略指南。

Abstract: In response to the existing research that separately explores the visual and verbal elements in live-stream marketing, this paper focuses on the fresh food e-commerce sector and systematically analyzes the synergy mechanism of the two. Based on the observation of five typical accounts on the Douyin platform, the study systematically sorts out the specific strategy combinations of visual and verbal elements, and then distills three types of collaborative marketing models: trust-building, emotional resonance, and value-driven. The research finds that the marketing effectiveness of fresh food live-streaming is rooted in the organic integration of visual and verbal elements, rather than the simple superposition of the elements. This conclusion provides stratified and operational strategy guidelines for fresh food merchants with different market positioning.