直播经济视角下饲料企业电商直播营销的策略研究  

Research on the strategy of E-commerce live streaming marketing for feed enterprises from the perspective of live streaming economy

作　　者：刘红亚 陈艳宁[2] 李波 陆增辉[2] LIU Hongya;CHEN Yanning;LI Bo;LU Zenghui(Hunan Applied Technology University,Changde,Hunan Province 415100,China;Youjiang Medical University for Nationalities,Baise,Guangxi 533000,China)

机构地区：[1]湖南应用技术学院,湖南常德415100 [2]右江民族医学院,广西百色533000

出　　处：《中国饲料》2024年第16期109-112,共4页China Feed

摘　　要：目前,电商直播营销已成为企业推广产品和服务的新渠道。对饲料企业而言,如何在直播经济的浪潮下有效开展营销活动是其面临的挑战。当前饲料企业电商直播营销面临的困境比较多,具体体现在传统营销带来的惯性、产品特性限制、直播内容创新难以及消费者缺乏信任度等方面。因此,为解决当前饲料企业电商直播营销面临的诸多困境,本文在直播经济视角下重点对这些困境进行分析,并针对性地提出相应的解决策略,以助力饲料企业电商直播营销的稳健发展。Currently,e-commerce live streaming marketing has become a new channel for enterprises to promote products and services.For feed enterprises,how to effectively carry out marketing activities in the wave of live streaming economy is the challenge they face.There are many challenges facing e-commerce live streaming marketing in feed enterprises at present,which are reflected in the inertia brought by traditional marketing,product characteristics limitations,difficulty in innovating live streaming content,and lack of consumer trust.This article focuses on analyzing these difficulties from the perspective of live streaming economy,and proposes corresponding solutions to help feed enterprises achieve stable development in e-commerce live streaming marketing.

关 键 词：直播经济 饲料企业 电商直播营销 策略 

分 类 号：F3[经济管理—产业经济]