摘要
随着数字化的不断发展,电商直播平台的崛起为乡村振兴提供了新路径。作为乡村振兴主力军的新农人,如何在直播带货新形势下脱颖而出,助力“新农人+直播”模式营销效果提升成为值得关注的问题。基于此,我们首先分析了“新农人+直播”模式对农产品的推广作用,深入剖析了其在提高销售额、提升竞争力和扩大知名度方面的重要性。其次,重点审视了“新农人+直播”模式的营销特点,强调了直播场景真实、话术表达亲切、销售渠道广泛等。最后,从多方面详细介绍了如何进一步促进直播电商营销效果,如直播场景、主播话术与品牌打造等方面的策略。希望为新农人提供有益指导,促进农产品营销效果提升、增强农产品在直播电商大环境下的市场竞争力。
With the continuous development of digitalization,the rise of e-commerce live streaming platforms provides a new path for rural revitalization.Among them,as the main force of rural revitalization,how to stand out in the new situation of live broadcast with goods and help improve the marketing effect of"new farmers+live broadcast"mode has become a problem worthy of attention.Based on this,we first analyzed the role of"new farmer+live broadcast"mode on the promotion of agricultural products,and deeply analyzed its importance in improving sales,enhancing competitiveness and expanding popularity.Secondly,it focuses on the marketing characteristics of the"new farmer+live broadcast"mode,emphasizing the real scene of the live broadcast.Finally,this paper introduces in detail how to further promote the marketing effect of live streaming e-commerce,such as live broadcast scene,anchor talk and brand building strategies.It hopes to provide beneficial guidance for the new farmers,promote the improvement of the marketing effect of agricultural products,and enhance the market competitiveness of agricultural products in the environment of live streaming e-commerce.
作者
张艳阳
程佳颖
杨菲
王丽欣
肖子颜
石蕊
Yanyang Zhang;Jiaying Cheng;Fei Yang;Lixin Wang;Ziyan Xiao;Rui Shi(School of Economics and Management,Yanshan University,Qinhuangdao,Hebei,066000,China)
基金
国家级大学生创新训练计划(项目编号:202410216031X)。
关键词
乡村振兴
新农人+直播
农产品
营销效果
Rural Revitalization
New Farmers+Live Broadcast
Produce
Marketing Effect
