Optimization of Marketing Strategy for “E-Commerce Live Streaming + Agricultural Products” in the New Media Era
- 1 Hangzhou Wickham International, Hangzhou, China
Abstract
The new media era brings new opportunities and challenges for the sales and marketing of agricultural products. Using “e-commerce live streaming + agricultural products” as a case study, this research explores how to optimize marketing strategies in the new media era to adapt to the new market envi ronment. Firstly, it analyzes the characteristics and advantages of e-commerce live streaming sales for agricultural products. Then, the study of multiple e-commerce platforms and live streaming sales of agricultural products, it reveals some effective marketing strategies, including optimizing the information channels between production and sales, improving the logistics delivery system, and providing e-commerce live streaming training. The findings of this research hold significant importance for the live streaming sales of agricultural products and the optimization of marketing strategies for agricultural products.
- Chen, J., & Shen, B. (2020). Consumer Traits, Trust, and New Live Stream Mobile Commerce: An Integrative Perspective. Computers in Human Behavior, 108, 106316.
- Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2017). Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 37, 325-336.
- Li, X., Wang, C., Huang, S., & Bai, X. (2019). The Psychology of Live Streaming: What Drives People to Watch, and What Impact Does It Have? Computers in Human Behavior, 96, 158-171.
- Lin, X., Li, Y., & Wang, X. (2020). Social Commerce Research: Definition, Research Themes and the Trends. International Journal of Information Management, 50, 217-228.
- Liu, Y., Li, H., & Hu, F. (2020). Understanding Rural Live Streaming: A Uses and Gratifications Perspective. Computers in Human Behavior, 32, 182-192.
- Wang, C., Zhang, X., & Xu, Y. (2020). Live Streaming Marketing: Motivation, Enabling Factors, and Value Creation. Information Systems Research, 18, 156-168.
- Wu, L., Li, J. Y., & Tan, Y. (2019). Leveraging Social Media for New Product Launch: The Impact of Post Type and Product Type. International Journal of Information Management, 47, 62-73.
- Xu, X., Huang, D., & Li, X. (2019). Knowledge Sharing in Stakeholder Networks: The Dual Roles of Reputation and Proximity in Developing Sustainable Agri-Food Systems. Journal of Cleaner Production, 236, 117698. https://doi.org/10.1016/j.jclepro.2019.117698
- Zhang, K. Z., Zhao, S. J., Cheung, C. M., & Lee, M. K. (2020). Examining the Influence of Online Live Streaming on Consumers’ Purchase Intention: A Cognitive-Affective-Behavior Perspective. Internet Research, 33, 123-135.
- Zhang, Y., & Chen, H. (2020). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Marketing, 49, 44-61.