乡村振兴背景下特色农产品网络直播营销的对策分析

Analysis on the Marketing Strategy of Webcast of Characteristic Agricultural Products under the Background of Rural Revitalization

当前,利用现代信息科技实现绿色农业产业升级是乡村振兴背景下的重要课题,网络直播营销能够将特色农产品的生产环境、品质特性、包装形态、品牌特质等直观展示给消费者,使农产品销量稳步增长,逐步形成品牌效应,以带动产业发展,助力乡村振兴。本文分析了网络直播营销在乡村振兴战略中的重要作用,基于特色农产品网络直播营销的现状,从平衡价值网络、打造主播IP、挖掘产品内涵、采取多样化营销、组建营销团队、延长销售供应链等方面深入说明了特色农产品网络直播营销的实践策略,以供参考。

At present, using modern information technology to realize the upgrading of green agricultural industry is an important subject in the context of rural revitalization. Webcast marketing can directly display the production environment, quality characteristics, packaging form, brand characteristics and other characteristics of characteristic agricultural products to consumers, so that the sales of agricultural products can steadily increase and gradually form a brand effect, so as to drive industrial development and help rural revitalization. This paper analyzes the important role of webcast marketing in the strategy of rural revitalization, and then, based on the current situation of webcast marketing of featured agricultural products, this paper explains the practical strategies of webcast marketing of featured agricultural products from the aspects of balancing the value network, creating the anchor IP, mining the product connotation, adopting diversified marketing strategies, establishing a professional marketing team, and extending the supply chain of webcast sales, in order for references.