“电商+直播”下饲料企业营销模式创新研究

Research on marketing mode innovation of feedenterprises under “e-commerce + live broadcast”

随着电子商务技术的不断发展,电商直播平台迅速占领市场,成为实体营销的主要发展方向。在此环境下,为最大化拓展饲料类产品的销售渠道,本文对“电商+直播”下饲料企业营销模式及其创新性展开研究。分别从发展历史、传播现状、营销现状三个角度,分析电商直播的兴起过程,再借助营销服务的组合要素,确定饲料企业的发展形式,从而确定企业营销服务所面临的威胁性影响。最后,集中所有可利用资源,聚焦市场环境中的关键性营销问题,在降低企业费用成本的同时,对客户成本进行适当控制,实现对“电商+直播”下饲料企业营销模式的完善与创新。

With the continuous development of e-commerce technology,e-commerce live broadcast platform quickly occupies the market and becomes the main development direction of entity marketing.In this environment,in order to maximize the marketing channels of feed products,the marketing mode and innovation of feed enterprises under the“e-commerce+live”mode were studied.From the perspective of development history,communication status and marketing status,the paper analyzed the rise process of e-commerce live broadcasting,and then determines the development form of feed enterprises with the help of the combination elements of marketing services,so as to determine the threat impact of enterprise marketing services.Finally,we should concentrate all available resources,focus on the key marketing issues in the market environment,and control the customer cost properly while reducing the enterprise cost,so as to improve and innovate the marketing mode of feed enterprises under the“e-commerce+live broadcast”mode.