In recent years,China's rural revitalization strategy continues to deepen,and the development of characteristic agricultural products has been an important link to help rural revitalization.Especially in the digital age,the wide use of new e-commerce models,such as short video and live broadcast with goods,makes a large number of rural characteristic agricultural products sell well.This paper summarizes the advantages and disadvantages of content e-commerce marketing based on the analysis of the status quo of selling agricultural products in short video and live broadcast mode.Finally,this paper puts forward the optimized marketing strategy of agricultural products from four aspects:strengthening the brand and quality of agricultural products,promoting the circulation of agricultural products and the integration of the three products empowered by digital,increasing the added value of agricultural products,and strengthening the content marketing and innovation,with a view to promoting the upgrading of agricultural industries and rural revitalization and construction.
关键词
乡村短视频/直播带货/农产品营销/农村电商
Key words
rural short video/live-streaming sales/marketing of agricultural products/rural e-commerce
万方数据