助农直播中的场景化营销：类型、机制与优化——以安徽为例

Scene-Based Marketing in Agricultural Assistance Live Streaming: Types, Mechanisms and Optimization—A Case Study of Anhui Province

摘要: 在乡村振兴与数商兴农战略推进下，助农直播成为农产品上行的重要渠道，但普遍面临内容同质化、场景趋同、信任缺失等问题。而安徽作为农业大省，地理标志产品众多，场景化直播实践突出。因此，本文以安徽助农直播为研究对象，基于服务场景理论与信号理论，采用非参与式观察法与案例分析法，探究其场景化营销的类型、机制与优化路径，为安徽及其他地区助农直播场景化营销提质升级、实现可持续发展提供理论参考与实践借鉴。

Abstract: Under the promotion of the rural revitalization and digital commerce for agricultural development strategies, agricultural assistance live streaming has become an important channel for the upward flow of agricultural products. However, it generally faces problems such as content homogenization, similar scenarios, and lack of trust. As a major agricultural province with numerous geographical indication products, Anhui has prominent practices in scene-based live streaming. Therefore, this paper takes Anhui’s agricultural assistance live streaming as the research object, based on the service scene theory and signaling theory, and using non-participatory observation and case analysis methods, to explore the types, mechanisms, and optimization paths of scene-based marketing, providing theoretical references and practical references for the quality improvement and sustainable development of scene-based marketing in agricultural assistance live streaming in Anhui and other regions.