电商直播模式下农产品营销策略研究

Research on the Marketing Strategy of Agricultural Products under the Mode of E-commerce Livestreaming

电商直播给农产品营销带来了新的风口,同时也存在农产品缺乏质量标准,分级品控欠统一,影响消费者体验;供应链衔接不畅,供需两端信息失衡,影响产品质量;部分农产品定位不清晰,影响直播流量转化;商业模式稳定性弱,持续变现存在较大风险等问题。需要从重构“人、货、场”场景,提升客户体验感;均衡发力,强化农产品及主播的品牌建设;精准定位,整合多元化渠道优势;提升质量和服务,持续输入优质内容四个角度去优化电商直播模式下农产品营销策略。

As a kind of Internet celebrity economy,e-commerce livestreaming brings new outlets to the marketing of agricultural products.At the same time,it is also mixed with challenges including that the graded quality control of agricultural products affects consumer experience,the low level of agricultural product supply chain affects product quality,the inaccurate positioning of agricultural products affects the conversion of live broadcast traffic,and the business model and sustainable liquidity are uncertain.To solve the above problems,it is necessary to reconstruct the“people and goods market”scenario,improve quality control,supply and demand chain and operational capabilities.And it is vital to integrate various channel advantages and focus on the output value of the supply side.At the same time,the simple influencer marketing thinking should be broken through,and the brand building of agricultural products and anchors should be strengthened.