数字经济背景下农产品电商直播的营销策略分析  

Analysis of Marketing Strategies of Agricultural Products E-Commerce Live in the Context of Digital Economy

作　　者：王一冰 王哲[1] 

机构地区：[1]武汉科技大学法学与经济学院,湖北 武汉

出　　处：《电子商务评论》2025年第2期258-264,共7页E-Commerce Letters

摘　　要：随着数字经济的兴起和新媒体网络平台的扩张,农产品电商直播已成为农业现代化、数字化和智能化转型的核心驱动力,有效破解了农产品进入市场的难题。这一新兴领域不仅促进了农村电子商务产业的快速增长,而且通过技术革新和直播营销模式的创新,为农产品销售和农村发展带来了新的活力。电商直播以其沉浸式宣传和互动购物体验,开辟了农产品营销的新途径,相较于传统电商的静态图文展示,它通过网络平台的实时直播,以更生动的方式提升了消费者的购买兴趣和意愿。本文旨在探讨如何创新农产品电商直播的营销策略,与平台合作优化售前售后服务、物流和运输等关键环节,以期为农产品电商直播的未来发展提供新的思路和策略。With the rise of the digital economy and the expansion of new media network platforms, live agricultural e-commerce has become a core driving force for the modernization, digitization and intelligent transformation of agriculture, effectively cracking the problem of agricultural products entering the market. This emerging field not only promotes the rapid growth of the rural e-commerce industry, but also brings new vitality to the sale of agricultural products and rural development through technological innovation and the innovation of live marketing models. E-commerce live broadcast with its immersive publicity and interactive shopping experience has opened up a new way of marketing agricultural products. Compared with the static graphic display of traditional e-commerce, it enhances the consumers’ interest and willingness to buy in a more vivid way through real-time live broadcasting on online platforms. The purpose of this paper is to explore how to innovate the marketing strategy of agricultural products e-commerce live broadcast, and cooperate with the platform to optimize the key links, such as pre-sale and after-sale services, logistics and transportation, in order to provide new

关 键 词：电商直播 农产品 营销策略 

分 类 号：F32[经济管理—产业经济]