短视频平台赋能农产品营销的现实困境与实践策略

The Short Video Platform Helps the Practical Dilemma and Practical Strategy of Agricultural Product Marketing

摘要: 农产品营销困境一直是影响我国农村经济发展的一个重大难题，传统、单一的农产品营销模式，已无法适应新的时代要求。因此有必要通过新业态和新营销模式对农产品供应链进行变革。基于短视频平台整合提升传统的农产品营销模式，具有非常重要的现实意义。短视频平台赋能农产品营销，能够强化协同，共享优质营销资源，真正、有效地助力农产品的高效销售。本文以研究短视频平台与农产品营销的深度融合为研究对象，立足于农产品营销活动的客观特征，分析农产品短视频平台赋能营销的内在优势，探讨了短视频引流与农产品营销的实践策略，通过打造品牌建设，营造多媒介引流、多渠道覆盖的营销生态圈等路径，切实化解农产品营销的现实难题，从而推动农产品营销体系转型升级。

Abstract: The dilemma of agricultural product marketing has always been a major problem affecting the development of China’s rural economy, the phenomenon that agricultural products are difficult to sell and buy is widespread, and the traditional and single marketing model of agricultural products has been unable to adapt to the requirements of the new era, so it is necessary to change the supply chain of agricultural products through new formats and new marketing models. It is of great practical significance to integrate and improve the traditional marketing model of agricultural products based on the short video platform. The short video platform helps the marketing of agricultural products, strengthens collaboration, shares high-quality marketing resources, and truly and effectively helps the efficient sales of agricultural products. When studying the deep integration of short video platform and agricultural product marketing, it is necessary to analyze the intrinsic advantages of agricultural product short video platform to help marketing based on the objective characteristics of agricultural product marketing activities, build an integrated marketing model of short video drainage and commercial value realization, create a marketing ecosystem with multi-media drainage and multi-channel coverage, and effectively resolve the practical problems of agricultural product marketing, so as to promote the transformation and upgrading of agricultural product marketing system.