从"与辉同行"透视农产品直播营销的创新路径
Exploring the innovative path of agricultural product live streaming marketing from the perspective of"Time with Yuhui"
林少红 1郑国诜2
作者信息
- 1. 泉州开放大学,福建泉州 362000
- 2. 龙岩学院,福建龙岩 361000
- 折叠
摘要
农产品直播营销为农产品上行提供了新契机.该文以"与辉同行"助农直播为切入点,系统研究数字经济时代农产品直播营销的模式、逻辑、困境与创新路径.研究发现:农产品直播营销存在全渠道、全品类、全媒体和沉浸式等营销模式;数字化场景、品牌粉丝社群和产品内容创新营销是农产品直播营销的主要逻辑;农产品直播营销面临品牌意识不足、直播内容有待提高和直播监管体系不完善等困境;农产品直播营销的创新应从打造农产品品牌、优化农产品直播营销主体和完善直播营销监管体系等路径实施.
Abstract
This article takes"Time with Yuhui"as the starting point to systematically study the mode,logic,dilemma,and innovative path of agricultural product live streaming marketing in the digital economy era.Research has found that there are omnichannel marketing models for live streaming of agricultural products;Digital scenarios are the main logic of live streaming marketing for agricultural products;Live streaming marketing of agricultural products faces challenges such as insufficient brand awareness,live streaming content that needs improvement,imperfect live streaming supervision system;Optimization should be carried out through paths such as building agricultural product brands,optimizing the main body of agricultural product live streaming marketing and improving the supervision system of live streaming marketing.
关键词
农产品营销/直播营销/乡村振兴/创新路径Key words
agricultural product marketing/live streaming marketing/rural revitalization common prosperity/innovation path引用本文复制引用
出版年
2024
NETL
NSTL
万方数据