Research On Integrated Communication Strategy Of Live Broadcast Of Agricultural Products With Goods

The continuation of farming civilization has kept agricultural products in a single and backward offline sales state for a long time.The advent of the 5G era has accelerated the process of agricultural modernization,and the agricultural 3.0 era featuring intelligence,precision,and customization has arrived.In recent years,under the promotion of the government,live broadcasts have penetrated into the field of agricultural product sales.The emergence of the new crown epidemic has shifted people's shopping habits.The time for agriculture to embrace live broadcasts is ripe.This article intends to restructure the sales method of agricultural products,and no longer use pure market hawking or centralized wholesale as the only means of sales in the past,but to adapt to the development of media technology and the change of communication concepts,focusing on the emerging technical means of live broadcasting.How to promote the spread of agricultural products sales.From the perspective of integrated communication,the author analyzes the integrated communication process of the live broadcast of agricultural products through the analysis of the materials and the interpretation of the case-through the integrated use of the three communication elements of the communicator,the communication channel,and the audience interaction,the formation of one This kind of systematic mode of dissemination opens up new dissemination paths for the sale of agricultural products.From the perspective of the communicator,the integration of the communication elements found that the live broadcast has expanded the sender of voice and information.It not only provides a platform for professional cargo anchors to show their professional ability,but also gives full play to the fan effect of celebrities.With the change of "authoritative discourse",the official media and mainstream media have also actively changed their images and voices and actively invested Come to the integrated dissemination of live broadcast of agricultural products;and the popularization of live broadcast technology has provided localized villagers with opportunities to use live broadcast to bring goods to employment and entrepreneurship.Under the integration of the main body,information can be sent out from different angles and levels,which improves the universality of information receivers.After integrating the media from the perspective of communication channels,the technology and content elements required for agricultural product sales can be comprehensively utilized in a targeted and focused manner.Traditional media continue to carry forward its content advantages in professionalism and credibility,and set up dissemination topics;new media is reflected in the scene creation technology in the live broadcast room,and the integration of technical means is completed through the upgrade of interactive experience in the scene mode;converged media The media forms are integrated,and the experience of media integration is improved by carrying out cross-screen live broadcast,completing the expansion of communication channels and the improvement of communication efficiency.From the perspective of the audience,the integration of elements that may affect the effect of communication can provide a comprehensive insight into the consumer market.On the one hand,live delivery of goods relies on a special interactive mode to meet the psychological needs of consumers for purchasing agricultural products in the current information age;on the other hand,the live broadcast of live delivery of goods integrates the positive,stimulating,moral,and susceptible emotions of the audience.,Stimulated the audience's emotional resonance,and achieved the emotional effect of dissemination.However,the "tiredness" after the explosion of live broadcast of agricultural products has gradually emerged.In the integrated communication,there are still problems such as the lack of corporate brand awareness,the lack of sentiment cards,and the incomplete delivery of the communication effect.These problems will shackle the integrated dissemination of live broadcast of agricultural products.Therefore,it is necessary to propose solutions to establish a good brand image,enrich the form of communication and marketing,and continuously extend the value chain of agricultural products.Through continuous integration of the live broadcast of agricultural products,the single business model of agricultural product sales is innovated,so that more capital and vitality can flow into the field of live agricultural products,thereby expanding agricultural influence and boosting rural revitalization.