电商直播助力农产品营销策略--以湄潭翠芽为例  

E-commerce Live Streaming Assisting Agricultural Product Marketing Strategy—A Case Study on Meitan Cuiya

作　　者：罗崇亚 LUO Chongya(School of Management Science and Engineering,Guizhou University of Finance and Economics,Guiyang,Guizhou 550025)

机构地区：[1]贵州财经大学管理科学与工程学院,贵州贵阳550025

出　　处：《热带农业工程》2024年第4期9-12,共4页Tropical Agricultural Engineering

摘　　要：互联网的高速发展为农产品营销带来了新的机遇,新媒体背景下电商直播带货已经渗透于居民的日常生活中,逐渐改变了大多数人的消费方式。为更好地探究电商直播助力农产品营销的相关情况,本文以湄潭翠芽为例,分析电商直播助力农产品营销的内在机理,并结合当地电商直播发展现状分析产品营销的现实困境。最后,提出电商直播助力农产品营销的有效策略,以期促进当地农产品营销快速增长与电商直播之间的良性互动。The rapid development of the Internet has brought new opportunities for agricultural product marketing.E-commerce live streaming has permeated into people's daily lives in the context of new media,gradually transforming the consumption patterns of most people,which is the key to product marketing.To better explore the related situation of e-commerce live streaming in assisting agricultural product marketing,this article takes Meitan Cuiya as an example to analyze the internal mechanism of e-commerce live streaming in helping agricultural product marketing,and combines the local e-commerce live streaming development status to analyze the real plight of product marketing.Finally,it proposes effective strategies for e-commerce live streaming to assist agricultural product marketing,with the aim of fostering a virtuous interaction between the rapid growth of local agricultural product marketing and e-commerce live streaming..

关 键 词：电商直播 内在机理 产品营销 

分 类 号：F326.6[经济管理—产业经济]