Study On Optimization Of Live Marketing Strategy Of K Company Agricultural Products

With the rapid development of mobile Internet technology and the continuous popularization and sinking of mobile phone terminal,the Internet economy and live broadcasting marketing have risen strongly in recent years,and the offline marketing of traditional enterprises has encountered development bottlenecks and performance growth has slowed down.Therefore,it has become particularly important to combine the Internet economy with live broadcasting marketing to seek new development opportunities.The livestream marketing mode of agricultural products accelerates the habit of consumers to buy agricultural products online.In particular,the activity of "assisting agriculture" on various livestream platforms attracts many consumers to participate in the purchase,and more agricultural products merchants realize the advantages of using livestream for marketing.In the process of live marketing of agricultural products,although some enterprises have achieved a significant increase in sales in a short time,it can not be ignored that there is also a lack of appropriate marketing strategies and poor marketing effect in the process of live marketing of agricultural products.How to improve the effect of live marketing of agricultural products has become a key issue for enterprises to solve.In order to help K company better conduct livestreaming marketing,this study is devoted to the optimization of K Company’s livestreaming marketing strategy for agricultural products.First of all,this paper draws on domestic and foreign research on live marketing,and analyzes the concept of live marketing.Secondly,the application of 4C theory,interactive ritual theory and flow experience theory in the field of live broadcasting marketing is expounded,which lays the theoretical foundation for this study.Thirdly,on the basis of introducing the general situation of K Company,it focuses on the achievements of its live marketing,and analyzes the current situation of its live marketing from four aspects including consumer characteristics,cost composition,convenience of purchasing process and communication channels.Then,this paper makes an in-depth analysis of the current situation and existing problems of K Company’s live marketing of agricultural products by means of questionnaire survey and interview.Finally,based on the 4C theory and interactive ritual and other relevant theories,put forward targeted strategies and suggestions.Through the research,it is found that the live marketing of agricultural products of K company has the problems of unmet consumer demand,high payment cost,low channel convenience and insufficient communication.In view of the above problems,this paper puts forward accurate portrait to meet consumer demand,Pricing takes into account consumers’ willingness to pay,Full channel integration of broadcasting room and offline stores,Rich promotion means,Improve the quality of communication services and other optimization measures to promote the stable and healthy development of K company’s live marketing activities.The conclusion of this paper is helpful to enrich the relevant theoretical research of live marketing of agricultural products,and also provides a certain practical reference for the choice of enterprise behavior in this industry.