基于5A模型农产品品牌直播营销策略研究——以兴仁薏仁米为例

Research on the Live Streaming Marketing Strategy of Agricultural Products Brand Based on the 5A Model—Taking Xingren Job’s Tears as an Example

摘要: 在乡村振兴战略背景下，农产品品牌化成为农业增效、农民增收的重要途径。兴仁薏仁米作为贵州省的特色农产品，具有悠久的种植历史和独特的品质，但传统销售渠道已无法满足市场需求。直播电商凭借其互动性强、传播速度快和覆盖面广的优势，逐渐成为农产品品牌推广的重要手段。本文通过分析兴仁薏仁米产业与品牌直播营销现状，分析其在借助电商直播进行营销时遇到的问题，并提出了基于5A模型的优化路径，旨在提升兴仁薏仁米的品牌知名度和市场竞争力，并为其他地方特色农产品的品牌建设和营销提供借鉴。

Abstract: In the context of the rural revitalization strategy, branding agricultural products has become a crucial way to enhance agricultural efficiency and increase farmers’ incomes. Xingren Job’s Tears, as a specialty agricultural product of Guizhou Province, boasts a long history of cultivation and unique quality. However, traditional sales channels are no longer sufficient to meet market demands. Live-stream e-commerce, with its strong interactivity, fast speed of dissemination, and wide coverage, is gradually emerging as a significant means of promoting agricultural product brands. This paper analyzes the current state of the Xingren Job’s Tears industry and its live-stream marketing, identifies problems encountered in using e-commerce live-streaming for marketing, and proposes optimization paths based on the 5A model. The aim is to enhance the brand recognition and market competitiveness of Xingren Job’s Tears, and to provide a reference for the brand building and marketing of other local specialty agricultural products.