数字媒介时代畜牧产品的直播营销策略的研究  

Research on Livestreaming Marketing Strategy of Livestock Products in Digital Media Era

作　　者：庄沛伦 刘畅 ZHUANG Peilun;LIU Chang(Xinjiang University of Science and Technology,Korla Xinjiang 841000,China)

机构地区：[1]新疆科技学院,新疆库尔勒841000

出　　处：《现代畜牧科技》2024年第8期157-159,共3页Modern Animal Husbandry Science & Technology

基　　金：新疆科技学院校级科研基金项目(2023-KYPT20)。

摘　　要：该文探讨了数字媒介时代畜牧产品直播营销的关键策略,重点分析内容策略、主播与团队建设策略及供应链与物流策略。在内容策略方面,强调产品展示、养殖过程展示及互动环节设计的重要性。主播与团队建设策略则关注专业主播的选择与培训以及高效团队的组建与协作。在供应链与物流策略方面,提出加强供应链管理和物流配送优化的具体措施。This paper discusses the key strategies of livestreaming livestock products in the era of digital media,focusing on the content strategy,anchor and team building strategy,supply chain and logistics strategy.In terms of content strategy,the importance of product display,breeding process display,cooking and eating demonstration and interactive link design are emphasized.Anchor and team building strategy focuses on the selection and training of professional anchors and the formation and collaboration of efficient teams.In the aspect of supply chain and logistics strategy,the concrete measures to strengthen supply chain management and logistics distribution optimization are put forward.

关 键 词：畜牧产品 直播营销 内容策略 主播与团队建设 供应链管理 物流配送优化 

分 类 号：F724.6[经济管理—产业经济] F323.7