基于4P理论的农产品电商直播营销策略研究

摘要随着现在电商直播的兴起，越来越多的企业开始尝试利用直播平台进行产品销售。以农产品销售和直播带货为主的企业有很多，并且很多企业在农产品直播、销售等方面具有一定的规模和实力。为了推动产品销售和品牌宣传，许多农产品企业开始加强直播营销的实践，通过网络直播的方式，展示自己的农产品优势和实力，加强与消费者的互动和交流。通过直播平台的宣传推广，可以将企业或品牌形象进行传播。随着人们对于健康、环保、绿色食品的追求和对乡村振兴战略的推进，农产品电商直播营销在近年来得到了迅速发展。然而，随着竞争的加剧和市场的变化，如何通过直播营销提高农产品的知名度和销售额，成为了农产品企业急需解决的问题。本文主要研究其农产品电商直播营销策略。文章分析农产品电商直播营销环境及现状分析。通过对农产品企业直播营销模式和当前效果的分析，了解农产品电商直播营销的现状和存在的问题，以及直播营销的政治、经济、社会和技术环境等因素对直播营销的影响。通过问卷调研的实施与分析，探究农产品直播营销存在的问题。分析消费者对农产品直播营销的评价和建议，以此为基础提出相应的解决方案。针对农产品电商直播营销存在的问题，提出相应的策略提升建议。关键词农产品直播营销；电商直播；品牌形象AbstractWith the rise of e-commerce live broadcasting,more and more enterprises beginto try to use live broadcasting platform for product sales.There are many enterprisesthat mainly sell agricultural and sideline products and carry goods live,and manyenterprises have certain scale and strength in terms of live broadcast and sales ofagricultural products.In order to promote product sales and brand publicity,manyagricultural products enterprises have begun to strengthen the practice of livemarketing,and show their advantages and strength of agricultural products throughnetwork live broadcasting,and strengthen the interaction and communication withconsumers.Through the publicity and promotion of live broadcasting platforms,theimage of enterprises or brands can be spread.With people's pursuit of health,environmental protection and green food and the promotion of rural revitalizationstrategy,live marketing of agricultural products has developed rapidly in recent years.However,with the intensification of competition and market changes,how to improvethe visibility and sales of agricultural products through live marketing has become anurgent problem for agricultural products enterprises.This paper mainly studies the live marketing strategy of its agricultural productsenterprises.This paper analyzes the live marketing environment and current situationof agricultural products e-commerce.Through the analysis of live marketing modeand current effect of agricultural products enterprises,the status quo and existingproblems of live marketing of agricultural products enterprises are understood,as wellas the influence of political,economic,social and technical environment of livemarketing on live marketing.Based on the analysis of consumers'evaluation andsuggestions on live marketing of agricultural products,the corresponding solutionsare put forward.In view of the problems existing in live marketing of agriculturalproducts enterprises,the corresponding strategy improvement suggestions were putforward.Keywords live marketing of agricultural products;live broadcasting of e-commerce;brand image目录摘要Abstract....第1章绪论1.1研究背景1.2研究意义1.3国内外研究现状x31.3.1国外研究现状21.3.2国内研究现状21.3.3文献述评…1.4研究方法.…31.4.1文献综述法31.4.2问卷调查法31.4.3统计分析法3第2章相关概念及理论基础…042.1相关概念..a.42.1.1网红经济2.1.2电商直播2.1.3电商主播2.1.4电商直播平台52.2相关理论.62.2.1PEST分析62.2.24P营销理论.6第3章农产品电商直播营销环境及现状分析..83.1农产品电商直播营销平台概况.83.2农产品电商直播营销环境及现状分析.93.2.1农产品电商直播营销PEST分析.93.2.2农产品电商直播营销现状113.3问卷设计.12