农产品网络化直播销售探究--以东极莲花黑猪肉销售为例  

A Probe into the Networked Live Broadcasting of Agricultural Products--Taking the Sale of Black Pork of East Pole Lotus as an Example

作　　者：刘婷婷[1] 陈宇欣 黄思佳 周艳敏 Liu Tingting;Chen Yuxin;Huang Sijia;Zhou Yanmin(Jiamusi University,Jiamusi 154000,China)

机构地区：[1]佳木斯大学,黑龙江佳木斯154000

出　　处：《黑龙江科学》2020年第10期148-149,共2页Heilongjiang Science

基　　金：佳木斯大学创新创业训练资助项目“东极莲花黑猪的网络化运营”(201910222035)。

摘　　要：以东极莲花黑猪肉销售为例,对农产品网络化直播销售进行了探究。2020年的开年疫情对传统行业影响很大,在这种情况下,电商直播借助平台扶持的优势,并未受到太大影响。东极莲花黑猪肉通过农产品绿色品牌建设、专业主播或网红带货、直播销售综合营销包装等策略,采取线上+线下模式,与互联网深度结合,在直播销售领域拓展出了新天地。农产品直播销售是一种十分现代化的销售方式,从产品的实际出发,在销售过程中不断创新和发展,使更多的消费者对产品产生信任和依赖,探索出了农产品销售新路径。Taking the sales of Lotus Black Pork as an example,the online live broadcast of agricultural products was explored.The 2020 epidemic has a great impact on traditional industries.However,the advantages of e-commerce live broadcasting supported by the platform have not been greatly affected.Through the strategy of green brand building of agricultural products,professional anchors and internet celebrities,and integrated marketing and packaging of live sales,Dongji Lotus Black Pork adopts an online+offline model,which is deeply integrated with the Internet,and has expanded into a new world in the field of live sales.Live broadcast of agricultural products is a very modern sales method.Starting from the actual product,it constantly innovates and develops in the sales process,so that more consumers have trust and dependence on the product,and explored a new way to sell agricultural products.

关 键 词：网络化营销 直播销售 消费者 农产品 

分 类 号：F327[经济管理—产业经济]