直播赋能下特产网络营销策略探析——以胡婆婆豆干为例

Exploration of Specialties Online Marketing Strategy under the Empowerment of Live Broadcasting—Taking the Dried Beans of Hu Po Po as an Example

摘要: 在直播赋能的当下，任何品类的商品零售都可以借助直播带货的形式实现，尤其对于欠发达地区的特色农产品，直播形式可以在一定程度上促进销售量、激发顾客需求，这也是当下传统零售企业转型与升级的机遇。本文以巴中市的民营企业“胡婆婆豆干”为案例，研究方法主要为问卷调研法、实地调研法、SWOT分析法，契合用户消费行为模型SICAS，以4P理论为落脚点，探析“胡婆婆豆干”在直播营销策略转型中的优化路径。本文的研究旨在通过对欠发达地区的特色农产品的营销路径的个案分析，来总结出一套对于中微企业而言有参考价值的营销战略。

Abstract: In the current era of live streaming, any kind of product retailing can be realized in the form of live streaming. Especially for the special agricultural products in less developed areas, live streaming can promote sales and stimulate customer demand to a certain extent, which is also an opportunity for traditional retail enterprises to transform and upgrade. This paper takes “Dried Beans of Hu Po Po”, a private enterprise in Bazhong City, as a case study, and the research methods are mainly questionnaire research, field research and SWOT analysis. In line with SICAS, a model of user consumption behavior, and taking 4P theory as the starting point, we analyze the optimization path of “Dried Beans of Hu Po Po” in the transformation of live broadcast marketing strategy. The purpose of this paper is to summarize a set of reference marketing strategies for micro and medium-sized enterprises by analyzing the marketing path of special agricultural products in less developed areas.