Study On The Marketing Strategy Of Short Video Live Broadcast Of Agricultural Products In Nanyang City

The current rapidly developing network has entered the 5G era,and the short video platform,big data and artificial intelligence have been continuously deepened,and combined with the marketing of agricultural products,new business models and business forms have been derived.In this environment,agricultural products in Nanyang use the short video platform to live broadcast the innovative marketing activities with goods,and form a SICAS marketing model,which can meet the needs of the current development of agricultural product Internet marketing in a short period of time,thereby stimulating the sales of local agricultural products.However,in the "short video + live broadcast delivery" marketing model of agricultural products in Nanyang City,there are problems of high logistics costs and imperfect cold chain links in agricultural products,and there are serious homogeneity of delivery content and the professional ability of delivery anchors in live delivery delivery.Inadequate and low education problems.In addition,scholars at home and abroad have lacked empirical research on the marketing model of live broadcast of agricultural products,and the empirical research on the relationship between short video live broadcast of agricultural products and consumer behavior is even more limited.This paper studies the impact of short video live broadcast of agricultural products in Nanyang on consumer behavior,which has theoretical and practical significance.This study takes the short video live broadcast of agricultural products in Nanyang City as the research object,and through the investigation,it deeply analyzes the current situation of agricultural product short video live broadcast and delivery in Nanyang City,and combines marketing,consumer behavior and other related theories and literature to extract the live broadcast of agricultural products.Three major factors: the charm of live broadcast KOL,the richness of live broadcast delivery content and the interactive evaluation of live broadcast delivery,and then introduce consumer cognition and consumer emotion as intermediary variables to build a consumer behavior model.Then,the Likert five-level scale was used to formulate measurement indicators to design a questionnaire,so as to provide original and reliable data for the impact of short video live broadcast of agricultural products in Nanyang on consumer behavior.Finally,a regression model was established using SPSS23 software.,to explore the impact of short video live broadcast of agricultural products in Nanyang on consumer behavior.Through the research,it is found that:(1)There is a significant positive relationship between the charm of live broadcast KOL,the richness of live broadcast delivery content and the interactive evaluation of live broadcast delivery and consumer behavior.(2)The attractive role of KOL with live broadcasts,the richness of live broadcasts,and the interactive evaluation of live broadcasts have a significant positive relationship with consumer cognition and consumer sentiment.(3)Consumer cognition and consumer sentiment have a mediating role in the influence of live streaming KOL,the content richness of live streaming and interactive evaluation of live streaming on consumer behavior.This paper proposes logistics marketing strategy,delivery anchor marketing strategy,marketing mix strategy and safeguard measures through the analysis of existing problems and empirical results.