In the era of live broadcasting,webcasting has rapidly risen by virtue of its real-time cross-motion,unique sense of presence and intuitiveness,attracting a large number of users and becoming a mainstream marketing method.In the context of the implementation of China’s comprehensive rural revitalization strategy and the epidemic,many professional anchors,mainstream media or farmers have started to sell agricultural products through live streaming to help the countryside.With the popularity of Internet mobile terminal devices,the live broadcast platform also provides an opportunity for rural users to break through the geographical circle.On the Kwai platform,the live broadcast sales method further penetrates into rural areas,and more and more rural internal forces participate in the live broadcast with goods,focusing on the sale of local agricultural products,which has set off a wave of live broadcast for helping farmers on the Internet.It has become a new exploration of rural revitalization in the field of live broadcast,providing a new solution for the promotion of comprehensive rural revitalization.In this thesis,selects thirty representative rural internal farming anchors on the Kwai platform,analyzes these representative live marketing cases,organizes and summarizes the farming live marketing communication strategies,and provides reference suggestions for other rural internal power-led farming live broadcasts.The first chapter of this thesis is mainly the introductory section.The background and significance of the research,research review,research method and innovation points are elaborated respectively,and a clear understanding of the overall framework and system structure of the thesis is formed.In the second chapter,introduces the emergence of live farming,starting from the background of live farming,classifying the rural internal power-led live farming marketing model based on the division of action subjects,as well as analyzing its significance to the promotion of rural revitalization strategy.The third chapter discusses the marketing and communication strategy of farming live broadcast,and analyzes in depth how farming anchors communicate and sell agricultural products from three aspects: content strategy,scene strategy and communication strategy.The fourth chapter analyzes and summarizes the problems in the current live farming broadcast and puts forward targeted suggestions for optimization programs,in order to promote the sustainable development of live farming and help revitalize the countryside.Finally,a complete summary of the thesis research results is made.This thesis explores the marketing model of live farming assistance led by internal rural power,analyzes in depth the marketing and communication strategies of live farming assistance,problems and strategies,and draws relevant conclusions from multiple perspectives.Through the research of this thesis,this will promote the sustainable development of rural internal farming live streaming in the future and help the realization of comprehensive rural revitalization. |