乡村振兴视域下农产品短视频营销研究

Research on Short Video Marketing of Agricultural Products from the Perspective of Rural Revitalization

“互联网+农业”是乡村振兴的动力之一,在短视频行业快速发展、短视频用户数量规模越来越大的背景下,短视频营销成为一种重要的营销方式,成为农产品企业展开营销的重要可选方式。农产品短视频营销在实践运用中呈现出自身的特点,也出现了短视频内容同质化明显、品牌带动力不足、客户黏性不够的问题。文章以目前短视频行业领先的抖音平台为例,采集抖音平台数据,对农产品短视频营销数据进行分析,基于SIPS模型从共鸣(Sympathize)、确认(Identify)、参与(Participate)、共享和扩散(Share&Spread)四个阶段入手,由视频类型优化、心理账户引导、文案脚本带动、口碑效应驱动四个方面分析提出农产品短视频营销的策略建议,以期为农产品短视频营销发展提供有意义的借鉴。

In the background of rapid development of short video industry and the increasing number of short video users,short video marketing has become an important marketing method and an important alternative way for agricultural products enterprises to carry out marketing.Short video marketing of agricultural products shows its own characteristics in practice,but also appears the homogeneity of short video content;the lack of brand driving force,customer loyalty is not enough.This paper takes Douyin,which is a leading short video platform in the current industry as an example to collect data from Douyin platform and analyze short video marketing data of agricultural products.Based on SIPS model,starts from sympathize,identify,participate,share&spread strategy suggestions for short video marketing of agricultural products were analyzed and put forward from four aspects:Video type optimization,psychological account guidance,copywriting script drive and word-of-mouth effect drive.This paper aims to provide meaningful reference for the development of short video marketing of agricultural products.