Analysis On Marketing Strategy Of Live Broadcast Of E-commerce Agricultural Products In Douyin Platform

By using the methods of in-depth interview,case analysis and literature research,the author analyzed the livestream circuit of agricultural products on Douyin platform,and found that the adhesion between the livestream anchors and the audience dominated by individual farmers was low,the product cost performance was not high,the packaging label was not obvious,and the livestream scene was natural.However,the blind catering to traffic,product lack of publicity and other problems are becoming increasingly obvious.With Internet celebrities as the main body,the stickiness between anchors and the audience is relatively high,the product types are rich,and the auxiliary elements in the live broadcast are diversified.However,problems such as the separation of people and goods and the routine of single live broadcast also need to be solved.With the news media as the main body,the broadcast room for assisting farmers is currently rigorous and objective,with few types of products and high quality.It mainly adopts the form of team broadcast to mobilize the atmosphere of the broadcast room.However,problems such as few product types,slow updating frequency and rigid atmosphere in broadcasting room have not been effectively alleviated.With the government as the main body,the broadcast room for helping farmers is constantly trying to transform official discourse into civil discourse,and the products it sells reflect obvious regional characteristics.However,its current problems such as irregular broadcast time and imperfect supply chain are still serious.Based on the analysis of the current situation and the results of the in-depth interview,four kinds of measures are put forward to achieve sound development in Douyin platform.For example,individual farmers need to explore the original style of live broadcasting in imitation and strengthen the building of product brand awareness.Internet celebrities can adopt the content characteristics of "live + culture" to create new ways of live streaming.News media subjects can improve the effect of live broadcasting by expanding the scope of assisting agriculture,increasing the types of products and speaking out the intention of assisting agriculture to create emotional resonance.In the future live broadcast process,the government should always strengthen the publicity of the live broadcast room or fix the live broadcast time,so as to increase the stickiness with the audience.The current research results are more about the analysis of the current situation of live streaming of agricultural products on Douyin platform,which has an obvious effect on solving the problems exposed in the current live streaming of agricultural products on Douyin platform.However,there is still a lot of room for improvement on how to promote the long-term,stable and long-term development of live streaming of agricultural products.It is believed that with the continuous development of Internet technology and the deepening of related research,with the support of national policies and the promotion of capital,the track of live streaming of agricultural products will become a sharp sword to achieve rural revitalization.