余亚红 徐士元

摘要 近年来，随着短视频和直播的大众化，再借助“网络红人”“网络明星”等以及各个社交平台的优势，网络直播带货成为一种热门的营销方式。同时，疫情的冲击也致使农产品的网络直播营销快速走进大众视野。直播带货的方式在很大程度上解决了农产品销售难、营销渠道单一等问题，但在其发展过程中也面临着产品质量、供应服务等亟需解决的问题。通过对农产品的网络直播营销进行经销定位，分析农产品网络直播营销的特殊属性。在此基础上，利用SWOT的方法深入剖析网络直播助力农产品营销的现状，最后归纳总结并提出现阶段农产品网络直播营销的优化建议。

关键词 直播;农产品;营销

中图分类号 S-9-  文献标识码 A

文章编号 0517-6611（2021）12-0230-03

doi：10.3969/j.issn.0517-6611.2021.12.060

开放科学（资源服务）标识码（OSID）：

Research on Marketing Strategy of Agricultural Products Based on Webcast

YU Ya hong，XU Shi yuan （ Zhejiang Ocean University，Zhoushan，Zhejiang 316022）

Abstract In recent years， with the popularity of short videos and live broadcasts， and with the help of “Internet celebrities”，“Internet stars” and the advantages of various social platforms， live streaming has become a popular marketing method. At the same time， the impact of the epidemic has caused the live web marketing of agricultural products to enter the public eye quickly. The live streaming method in no small extent solves the problems of difficulty in selling agricultural products and single marketing channels. Still， it also faces urgent issues such as product quality and supply services during its development. This article analyzes the unique attributes of agricultural products live web marketing by positioning the distribution of farm products' live web marketing. On this basis， the SWOT method is used to deeply analyze the current situation of webcasting to help agricultural product marketing， and finally summarize and propose optimization suggestions for the emergence of agricultural webcast marketing.

Key words Live broadcast;Agricultural products;Marketing

电商攻坚脱贫打开农产品“走出去”的新大門。2018年阿里巴巴脱贫攻坚公益直播活动引起千万网友的关注，更是实现了短时间内的高额交易量。直播催生新的市场力量与需求，同时也为农产品重塑新业态、转型升级供应链等环节提供内生动力，推动农产品营销纵向发展[1]。

农产品是人们不可缺少的生活物资，而传统的农产品营销渠道单一，产品成交量低，农产品滞销情况严重，在一定程度上挫伤了农民的士气。2019新冠肺炎疫情催发了农产品营销方式的转变，“农产品+直播”的结合形式出现，在很大程度上解决了这一困扰，也因此成为农民解困增利的热门选择。……