“带货”时代下农产品直播营销策略优化研究
Research on the Optimisation of Live Marketing Strategies for Agricultural Products in the Era of “Bringing Goods”

随着电商直播的兴起，农产品直播电商逐渐成为一种新型营销模式。文章首先分析了电商直播的营销现状与特征，包括电商直播的兴起与普及、市场规模的快速增长、数字化赋能的推动等方面。同时，本文构建了电商直播推动下的农产品营销流程及模式，发现了一些现有直播模式的问题并提出了优化策略：整合电商直播资源，重构直播营销体系；依托整合营销机构，谋划整体营销方案；构建新媒体时代农产品电商直播营销生态圈。这些策略旨在提升农产品电商直播的营销效率与效果，促进“互联网 + 农产品”的持续、良性发展。为农产品电商直播营销提供了有价值的参考与借鉴。
With the rise of e-commerce live streaming, agricultural products live streaming e-commerce has gradually become a new marketing model. The article first analyses the marketing status and characteristics of e-commerce live broadcast, including the rise and popularisation of e-commerce live broadcast, the rapid growth of market size, the promotion of digital empowerment. At the same time, this article builds the marketing process and model of agricultural products promoted by e-commerce live broadcast, finds some problems with the existing live broadcast mode and puts forward optimisation strategies: integrate e-commerce live broadcast resources and reconstruct the live broadcast marketing system; rely on integrated marketing institutions to plan the overall marketing plan; build agricultural products e-commerce live broadcast in the new media era Marketing ecosystem. These strategies aim to improve the marketing efficiency and effect of e-commerce live streaming of agricultural products and promote the sustainable and benign development of “Internet + agricultural products”. It provides valuable references for the live marketing of agricultural products e-commerce.