数字化背景下农产品直播营销发展思考——基于50位武汉市中小型涉农企业主的调查样本

在数字经济飞速发展的时代,电商直播已成为拉动经济增长的新引擎之一。尤其农产品电商直播为消费者提供交互性、实时性、真实性的购物体验,激发消费者的消费欲望,引领农产品营销模式的变革。该文对武汉市部分中小型涉农企业进行取样,总结和分析他们开展相关营销的经验和问题,并提出直播营销的优化方向及策略,以期推动农产品电商直播行业的健康发展,助力农民增收增产,促进乡村振兴。

In the era of rapid development of the digital economy,e-commerce livestreaming has become one of the new engines driving economic growth.In particular,the e-commerce livestreaming of agricultural products provides consumers with an interactive,real-time and authentic shopping experience,stimulates consumers'desiresfor consumption,and leads the transformation of agricultural product marketing models.This paper samples some small-and medium-sized agriculture-related enterprises in Wuhan City,summarizes and analyzes their experience and problems in carrying out relevant marketing,and proposes optimization directions and strategies for livestreaming marketing,in order to promote the healthy development of the agricultural product e-commerce livestreaming industry,help farmers increase their income and increase production,and promote rural revitalization.