基于社交电商的农产品直播营销策略优化研究

中图分类号：F323 文献标志码：A 文章编号：2096-9902(2025)16-0007-04

Abstract:With therapiddevelopmentof social e-commerceplatforms,live-streaming marketing of agricultural productsis facingnewdevelopmentopportunitiesandchallenges.Basedonthecharacteristicsofsociale-commerceplatforms，theresearch usesfieldresearch，caseanalysisanddatastatistics tosystematicallyanalyzethecurrentsituationandexisting problemsof agriculturalproductlivebroadcastmarketing.Theresearchfoundthatatthisstage，thereareproblemssuchasinsufcient matchingbetwen live broadcastcontentandplatformatributes,lackofsocialinteractionmechanism design，andpoorsupply chaincollboration.Inrespnsetotheseproblems,weproposealivecontentoptimizationstrategybasedonsocialatributes，an inovativesolutionforsocialplatforminteractiontransformationmechanismandmeasuresforbuildingasupplychaincollboration system.Theresearchresultsshowthattheoptimizedmarketingstrategyhassignficantresultsinimprovingthemarketingeffect of agricultural products live broadcast,promoting agricultural productsalesand increasing farmers income.

Keywords: social e- commerce; agricultural product marketing; live-streaming e-commerce；marketing strategy optimization; supply chain collaboration

随着移动互联网和社交媒体不断发展，社交电商已经成为农产品营销重要渠道。（剩余7155字）