Research On Optimization Of Short Video Marketing Model Of Agricultural Sideliine Products

E-commerce marketing model of agricultural sideline products has a broad space for development.In recent years,in the context of covid-19,consumers have gradually relied on online channels to buy agricultural sideline products.At the same time,under the positive influence of various "agriculture-supporting" activities,merchants have also more intuitively recognized the huge business opportunities brought by the Internet.Driven by the self-media economy,the Internet celebrities’ economy and the community economy,the social e-commerce platform,represented by Tik Tok,has become a new focus in the field of economic development.The short video and live broadcast functions of Tik Tok were well known as entertainment modules in early days.Today,the platform becomes a mature social e-commerce tool.Practice shows that the short video marketing model,with its low threshold,wide users and rapid spread,is especially advantageous for agricultural sideline products.Therefore,the optimization design of short video marketing model for agricultural sideline products can better solve the problems faced by " Three Rural Issues: agriculture,rural areas and farmers".This paper takes " A Agricultural Sideline Products Company",from the Tik Tok,as an example.It uses literature review,case study,questionnaire survey,in-depth interview and other methods to carry out research.The main content of this paper is divided into 3 parts.Firstly,after reviewing the domestic and foreign research in the field of e-commerce in agricultural sideline products and the short video marketing model,and using data statistics and theoretical demonstration to analyze,Company A’s basic situation is elucidated,the environment of both its industry and platform are summarized from policy,society,economy and technology,and its marketing strategy is scrutinized from advantage,disadvantage,opportunity and threat.Secondly,this paper adopts the "4V" marketing theory,with the method of questionnaire survey and in-depth interview,to integrate multi-dimensional problems in Variation,Versatility,Value and Vibration of Company A.Finally,combining with the previous analysis and research results,this paper provides an optimal design for the development of Company A from the above four aspects.At the same time,safeguard measures are proposed for regulatory authorities,e-commerce platforms,and merchants for practical consideration.This research contributes to the sustainable development of agricultural sideline products in the field of short video marketing model.The purpose of this paper is to identify and solve the problems that Company A has in video producing,market positioning,channels choosing,methods using,after-sales servicing,and other aspects.At the same time,this paper also applies its results to other agricultural sideline product companies,even to companies in different industries which use the same marketing model.