Research On E-commerce Live Streaming Mode And Path Of Characteristic Agricultural Products In Ji’an City

According to the "Fourteenth Five-Year Plan" and the Outline of Long-Term Goals for 2035,we should adhere to the priority of agricultural and rural development,comprehensively promote rural revitalization,adhere to the integrated development of primary,secondary,and tertiary industries in rural areas,extend the agricultural industrial chain,develop distinctive modern rural industries to enrich the people,and provide guidance for promoting agricultural and rural modernization.Local governments have actively introduced policies to develop rural e-commerce and promote the transformation and upgrading of agricultural structure in recent years,with the in-depth implementation of the rural revitalization strategy,and have achieved results.Ji’an City is abundant in goods.In recent years,it has actively explored the promotion of distinctive agricultural products through live broadcast e-commerce,which not only greatly improves product popularity,but also broadens the market of products and raises the income of the masses.This paper uses Ji’an’s specific practice of online broadcast marketing of distinctive agricultural products as an example.First,it reads relevant domestic and foreign research literature,referring to the theory of economies of scale,consumer concern theory,and online database marketing theory,combined with the 4P marketing theory and its application in online direct broadcast marketing,and then,based on the actual situation of Ji’an,it employs the methods of watching live broadcast and case analysis.This paper also explains the history and growth of the current network live broadcast marketing sector for distinctive agricultural products in Ji’an City,summarizes the issues with brand support,marketing resources,and low production concentration,and specifically identifies and extracts the crucial components of product quality,service scenario,and live broadcast.