Research On Marketing Strategy Of Agricultural Products Tiktok Live Broadcast Of M Company

In recent times,the global economy has been affected by the COVID-19,and traditional business and offline sales have been deeply impacted.Online sales are hot,and the "live broadcast with goods" has shown explosive growth.The strong drainage ability of Tiktok platform has made it an important channel for live broadcast marketing of agricultural enterprises.However,compared with the traditional offline marketing,the marketing mode of Tiktok platform live broadcast with goods and the demand for personnel are obviously different.In reality,many companies that produce and sell agricultural products may have a strong willingness to live stream their products,but they lack the corresponding capabilities.M Company is located in Yongnian District,Handan City,Hebei Province.It produces and sells various agricultural products,including 127 varieties in five major series : fresh-keeping,quick freezing,freeze-drying,grain and oil,and poultry eggs.It is a key leading enterprise in China’s agricultural industrialization.In order to meet the market trend and broaden the sales channels,M Company started Tiktok live broadcast with goods in 2021,but the live broadcast effect is relatively poor,and the product sales are very low.Therefore,how to improve the ability of live streaming marketing of agricultural products has important practical significance.This thesis selects the agricultural products of M Company as the research object,and combining the SOR theory and the characteristics of Tiktok platform,respectively from the identity and background of the anchor,the content and quality of the products,the intensity of price concessions,visibility,and interactivity,to explore the impact of these factors on consumers’ purchase intention.After collecting and statistically analyzing the data through the questionnaire survey,this thesis puts forward the existing problems of M Company in the process of Tiktok live broadcast with goods,analyzes the reasons,discusses the current situation and shortcomings of its live broadcast marketing,and combines the 7P marketing theory,puts forward the marketing strategy of M Company’s agricultural products in Tiktok platform live broadcast with goods,with a view to improving its Tiktok live broadcast with goods marketing ability,increasing product popularity,and improving the sales volume of M Company’s agricultural products.This research can further improve the ability of M Company’s agricultural products Tiktok live broadcast marketing,and also provide reference for other companies that produce and sell agricultural products,which has direct promotion significance and indirect practical significance.In addition,this study can also help consumers better understand their consumption psychology and decision-making process,thereby helping them shop more rationally,which has practical significance.