Research On Marketing Strategy Of YMT Company Live Broadcast Supporting Agriculture

In the context of rural revitalization,China’s agricultural industry has been greatly improved,but due to the continuous impact of the epidemic,the sales of agricultural products are facing many difficulties,and in recent years,many agricultural assistance industries have come into being.In 2022,the No.1document of the Central Committee put forward the concept of "counting businesses to revitalize agriculture",and rural e-commerce was fully upgraded,and e-commerce live broadcasting seemed to have developed into the hottest and most efficient form of marketing.Due to the rapid development of live streaming,the industry standards are not clear,the industry norms are not clear enough,and the characteristics of agricultural products are obvious,seasonal and large,and they need to rely on multi-party support and cooperation to promote the high-quality development of rural industries.If you want to use the form of live broadcast to help the development of agricultural industries in various places,you need to explore effective marketing methods to obtain a sustainable sales industry chain and brand influence.At present,many e-commerce companies live broadcast are relying on loss-making and profitable promotional means to gain popularity,for agricultural products,stable traffic and conversion rate is the key to development.YMT company is a professional agricultural products information business platform,can provide agricultural professionals and wholesale buyers with real-time agricultural products trading information.In recent years,we want to develop direct sales of agricultural products,and the main commodities are local agricultural products such as garlic,peanuts,dates,yam and other melons,fruits and vegetables.From the beginning of the farmer’s own live broadcast to the current network red broadcast model,YMT’s live broadcast to help farmers business marketing effect has not been ideal,has not yet achieved the expected results,live broadcast room number of visitors,fan conversion,commodity conversion and other data is not satisfactory.Based on the above situation,on the basis of combing the literature related to live broadcast agricultural marketing,this paper uses case analysis method and participatory observation method,and takes4 I marketing theory as the theoretical basis to conduct in-depth research on the current situation of live broadcast marketing of the company.According to the data related to YMT’s e-commerce live broadcast,the problem analysis of its live broadcast to help farmers was analyzed from four dimensions.Finding that YMT currently has four major problems: unattractive style content;Difficulties in protecting the interests of consumers;Live broadcasting lacks skills and user stickiness is low;Blind delivery,lack of differentiated services.In view of the above problems,the 4I marketing theory is used to analyze the key reasons,including the poor interest of live content,the weak interaction between live content and viewers,the selection of live broadcast platforms,the relationship maintenance of high-quality customers is neglected,and the live broadcast effect and conversion rate are poor.Based on the 4I marketing theory,effective strategy optimization suggestions are put forward for these problems,including the construction of scenario-based content of agricultural products to enhance the interest of live broadcasting;Create the value demand of agricultural products and ensure the satisfaction of consumer interests;Create an atmosphere of consumer participation and enhance the interactivity of live broadcast rooms;Pay attention to the personalized effect of live broadcasting and establish brand awareness.