| The rapid development of network technology can not only reduce the transaction cost of agricultural products,but also solve the problem of asymmetric information of agricultural products production and marketing,effectively break the time and space limitation of agricultural products sales,and form a new mode of agricultural products network marketing.As the local governments at all levels attach great importance to the online marketing of agricultural products,and constantly introduce relevant support policies,the online marketing of agricultural products has been developing rapidly,which in turn has promoted the rapid development of modern agriculture.Company A,as an agricultural products sales enterprise,is influenced by the environment and policy dividends,and is optimistic about the favorable prospects of online live marketing,and is also trying online live marketing,hoping to increase the revenue of agricultural products through live marketing.However,live marketing does not bring the expected revenue to the company,so it is necessary to carry out research on Company A’s agricultural products online live marketing strategy,and there is a certain practical significance.This thesis takes Company A as the research object,based on the current situation of domestic and foreign research and related concepts,firstly,we analyze the external environment,competitive environment and internal environment of Company A’s live web marketing by using PEST analysis and Porter’s five forces model.Secondly,based on the SICAS model,we designed a questionnaire survey for consumers and interviewed the staff and anchors,and found that the main problems of Company A’s online live marketing include: low user perception,lack of diversity in live content and forms,lack of interaction with consumers in terms of promotion,complicated purchase process,and self-communication effect has not yet been formed,etc.Through the analysis,we concluded that the problems the causes of the problems include: failure to highlight the characteristics of agricultural products,insufficient capacity of the operation team,insufficient control of the pace of live broadcast by the anchor,insufficient security services and insufficient motivation of consumers to share and discuss,etc.Again,based on the SICAS model,we explored the improvement strategies suitable for Company A,which mainly include: creating a more comprehensive consumer perception network,creating a differentiated live broadcast,bringing new experiences to consumers through increased interaction,providing intimate forms of consumer purchase and guiding consumers to share.Finally,in order to ensure the smooth implementation of the strategy,guarantee measures are proposed in terms of human resource guarantee,distribution guarantee and quality guarantee,in order to promote the improvement of Company A’s agricultural products online live marketing performance.We hope that through the research and discussion of this thesis,we can provide some theoretical guidance for Company A on online live marketing and further enhance the core competitiveness of the company itself.At the same time,it provides reference for peer companies to enhance the effect of online live marketing and further promote the healthy development of online live marketing business. |
