从“流量下乡”到“价值留村”：农产品直播电商的客户生命周期困境

From “Traffic Going to the Countryside” to “Value Staying in the Village”: The Customer Lifecycle Dilemma of Agricultural Products Live-Streaming E-Commerce

摘要: 在“数商兴农”战略推动下，直播电商已成为农产品上行与乡村振兴的重要引擎。现有研究多从产业赋能视角关注直播电商的销售拉动效应，忽视消费者从触达、首购、复购到流失的全周期动态行为。本文引入客户生命周期理论(CLC)，将农产品直播电商用户旅程划分为获客期、成长期、成熟期与挽回期四个阶段，整合4C营销理论，构建CLC-4C整合分析框架，系统诊断各阶段核心转化阻点，提出分阶段差异化营销策略，并进一步从会计视角对各阶段的成本控制、盈利分析与内控机制进行了补充分析，从而推动农产品直播电商从“流量驱动”转向“客户价值驱动”，为农产品直播电商客户留存与价值转化提供理论依据与实践路径。

Abstract: Under the promotion of the “Digital Intelligence Boosting Agriculture” strategy, live-streaming e-commerce has become an important engine for the upward flow of agricultural products and rural revitalization. Existing research mostly focuses on the sales-pulling effects of live-streaming e-commerce from the perspective of industry empowerment, neglecting the full-cycle dynamic behavior of consumers from reach, first purchase, repeat purchase, to churn. This paper introduces Customer Lifecycle (CLC) theory, dividing the user journey of agricultural products live-streaming e-commerce into four stages: acquisition, growth, maturity, and recovery. Integrating the 4C marketing theory, it constructs a CLC-4C integrated analytical framework to systematically diagnose the core conversion bottlenecks at each stage, proposes differentiated marketing strategies for each phase, and further provides supplementary analysis from an accounting perspective on cost control, profit analysis, and internal control mechanisms at each stage, thus promoting the shift of agricultural products live-streaming e-commerce from “traffic-driven” to “customer value-driven,” thus providing theoretical support and practical pathways for customer retention and value conversion in agricultural products live-streaming e-commerce.