新媒体时代下农产品电商直播营销策略优化

Optimization of Agricultural Product Marketing Strategies Based on E-Commerce Live Streaming in the New Media Era

摘要: 在新媒体这个大环境下，为能够推动产品的销售以及做好品牌的宣传工作，农产品企业开始加强在直播营销方面的实践工作，依靠网络直播形式，把自己农产品的优势以及自有品牌的实力展示出来，加强和消费者之间开展互动交流，鉴于行业竞争变得越来越激烈，如何才能把直播的流量真正地转化为销量和品牌资产，成为农产品企业急需去解决的一个核心问题。本文把农产品电商直播的营销策略当作研究的核心，引进4P营销理论，对农产品电商直播的营销环境以及现状展开分析，剖析这些企业开展直播营销的模式及其效果，研究农产品电商直播营销目前还存在的问题，针对在调研与分析当中发现的问题，提出关于农产品直播营销的提升建议和优化策略，以此来助力农产品直播实现绿色健康的发展。

Abstract: In the current new media landscape, agricultural enterprises are intensifying their live streaming marketing efforts to boost product sales and enhance brand promotion. By leveraging online live-streaming formats, they showcase the advantages of their agricultural products and the strength of their proprietary brands while strengthening interactive communication with consumers. Given the increasingly fierce industry competition, the core challenge these enterprises urgently need to address is how to effectively convert live-streaming traffic into actual sales and brand equity. This paper centers its research on marketing strategies for agricultural e-commerce live streaming. It introduces the 4P marketing theory to analyze the marketing environment and current state of agricultural e-commerce live streaming. The study dissects the models and effectiveness of live-stream marketing adopted by these enterprises, identifies existing challenges in agricultural e-commerce live-stream marketing, and proposes improvement suggestions and optimization strategies based on the issues uncovered through research and analysis. These recommendations aim to support the green and healthy development of agricultural live streaming.