短视频平台直播助力农业营销问题及应对

Challenges and Responses of Short Video Platforms to Support Agricultural Marketing in the Integrated Media Environment

融媒体环境下,农业营销摆脱了传统营销方式的单一性,通过利用短视频平台直播,为消费者提供动态、生动的产品信息,加深消费者对农产品的理解与认知,助力消费者的农产品购买行为,加快了农产品的市场营销进度。但利用短视频平台直播开展农业营销,存在虚假销售、营销技巧不足等问题,影响了农业短视频营销的效果。通过以融媒体环境为基础,系统化论述短视频平台直播助力农业营销的客观问题,并提出相关应对建议。

In the context of integrated media,agricultural marketing has broken free from the singularity of traditional marketing methods.By using live streaming on short video platforms,dynamic and vivid product information can be provided to consumers,deepening their understanding and recognition of agricultural products,assisting their purchasing behavior,and accelerating the marketing progress of agricultural products.However,there are problems with false sales and insufficient marketing skills when using live streaming on short video platforms for agricultural marketing,which affects the effectiveness of agricultural short video marketing.Based on the integrated media environment,this paper systematically discusses the objective problems of using live streaming on short video platforms to assist agricultural marketing,and proposes relevant response suggestions.