Research On The Optimization Of Agricultural Product Marketing Strategy On Taobao Live Streaming Platfor

In recent years,with the development of network information technology,e-commerce formats continue to innovate,and e-commerce live streaming comes into being.Due to the impact of COVID-19 in 2020,the offline real economy has suffered unprecedented impact,while bringing unprecedented development opportunities and challenges to online live streaming.In the face of the COVID-19 crisis,supermarkets and farmers’ markets across the country have been closed,freight and logistics have been blocked,and the new mode of direct marketing of agricultural products has opened a new chapter of rural e-commerce development to help farmers and poverty alleviation.However,with the gradual maturity of the live broadcast mode,the quality levels of the anchors of the live broadcast of agricultural products are uneven.The current flow of live broadcast marketing is almost concentrated on the Internet celebrity anchors,and the farmers’ anchors depend too much on the platform to attract their goods.In the era of live broadcast economy,we should make full use of network platforms to do a good job in the live broadcast marketing of agricultural products.In order to create a good livestreaming ecology,promote the healthy and rapid development of livestreaming economy of agricultural products,boost the characteristic culture of agricultural products and rural revitalization,and realize the digital upgrading of industrial structure of agricultural products.Based on SICAS model,268 questionnaires were distributed and 259 valid questionnaires were retrieved.Through analyzing the current situation of livestream marketing of agricultural products on taobao platform,this study finds that there are the following problems in the marketing of agricultural products on taobao platform :(1)serious homogenization of agricultural products affects product competitiveness;(2)The direct marketing content of agricultural products is less attractive;(3)The quality of agricultural products does not meet consumers’ expectations,and the after-sales service of the platform is not perfect;(4)The marketing influence of agricultural products on e-commerce platforms is limited.In view of the above problems,we explore the reasons behind the problems:(1)consumers have a low perception of agricultural products brand,coupled with serious homogenization phenomenon,which affects the marketing of agricultural products;(2)The contents of live broadcast of agricultural products are not attractive due to the lack of cultural connotations.(3)There are problems in communication between consumers and anchors,resulting in incomplete cognition of consumers.(4)Weak supervision of Taobao platform and market leads to imperfect sales and after-sales links of agricultural products;(5)Insufficient motivation of consumers to share and discuss agricultural products affects the marketing influence of agricultural products.In view of this,this study holds that :(1)in the process of live broadcast marketing,it is necessary to improve consumers’ perception through brand building and logistics optimization.(2)The different cultures of agricultural products should be fully displayed in Taobao live broadcast,so as to enrich the ecology of live broadcast and increase consumers’ interest in purchasing agricultural products through live broadcast;(3)Taobao live broadcast should pay attention to the training of professional teams,innovate the service mode,effectively improve the effect of live broadcast,and enhance the interaction;(4)Taobao Live broadcast should improve the after-sales service system and supervision system of agricultural products to ensure consumers’ purchasing behavior;(5)Taobao live broadcast should strengthen the cultural output of agricultural products and tell good brand stories so as to promote consumers’ purchasing and sharing behaviors.