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| 直播电商模式下农产品营销策略探究
摘要
步入万物互联的时代，直播电商的出现也逐渐被人们所接受，越来越多的产品和消费需求出现，对于农产品的营销来说，农产品的电商模式在帮助农民增收，助力贫困户脱贫方面有显著的效果。受到疫情的影响，为解决农产品滞销问题，以“直播带货”形式销售当地农产品带动了更多商户加入到直播电商的行列中去。直播作为一种新型的营销模式，能够利用镜头屏幕将农产品的基本情况实时展现在消费者眼前，能够更加直接的让消费者了解相关产品的信息更方便购买，但目前农产品直播电商模式仍存在许多问题。
本文选择通过文献研究法、案例分析法等方法，深入了解农产品直播营销的现状以及存在的问题，发现农产品的直播营销模式是行业趋势，充满新鲜感，消费者更关注农产品的品质价格等方面，存在产品宣传不足，直播过程缺乏趣味，销售效果不佳等问题，提出农产品营销策略方面的建议，最终希望今后的农产品直播能有更好的发展。
关键词：直播电商；农产品；营销策略
ABSTRACT
In the era of all things connected,the emergence of live e-commerce has been gradually accepted by people. More and more products and consumption demand appear.For the marketing of agricultural products,the e-commerce mode of agricultural products has a significant effect on helping farmers increase their income and help poor households get rid of poverty. Affected by the epidemic situation,in order to solve the problem of agricultural products' slow sale, the sale of local agricultural products in the form of "live delivery" led more merchants to join the ranks of live video commerce. As a new marketing mode, live broadcast can use the lens screen to show the basic situation of agricultural products in front of consumers in real time,and can make consumers know the information of related products more easily to purchase. But there are still many problems in the current mode of direct broadcast e-commerce of agricultural products.
This paper chooses the methods of literature research and case analysis to deeply understand the current situation and problems of direct marketing of agricultural products. It is found that the direct marketing mode of agricultural products is the industry trend, full of fresh feeling,consumers pay more attention tothe quality and price of agricultural products, and there are some problems such as insufficient product publicity, lack of interest in live broadcast process and poor sales effect. The paper puts forward the problems of agricultural products' direct broadcast marketing The suggestions on marketing strategy of products, in the end,hope that the future agricultural products live broadcast can have a better development.
Keywords:Live E-commerce；Agriculture products；Marketing strategy
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