Research On The Network Broadcast Marketing Strategy Of Zigui Navel Orange Based On 4I Theory

With the realization of comprehensive poverty alleviation in China in 2020,the country will put stability at the top of the agenda and comprehensively promote rural revitalization.It is clearly required to ensure the steady growth of agricultural output,the steady rise of farmers’ income,and the stability and tranquility of rural order.The growth of farmers’ income is directly related to the sales of agricultural products.How to combine the development of the new era and new technology to promote the sales of agricultural products and increase farmers’ income is one of the urgent problems to be solved today.The traditional sales mode of agricultural products has great inherent disadvantages,such as fewer sales channels,more middlemen can not directly contact with customers,product backlog unsalable,etc.With the development of the Internet,many new sales modes of agricultural products have emerged.As a novel sales mode relying on the Internet,live network sales has played an excellent supplementary role to the traditional sales mode.This thesis will focus on live online marketing strategy study of agricultural products,and choose Zigui concrete characteristics of agricultural products the sales as the specific research object of the navel orange in analyzing current Zigui navel orange network marketing model and live marketing status quo,on the basis of found Zigui navel orange live marketing interesting deficiencies,customer retention rate is low;Supporting imperfect,consumers can not profit;Lack of interaction and unsatisfactory effect of live broadcast;Lack of innovation,unable to meet the personalized needs of consumers and a series of problems.Then,in this thesis,the questionnaire survey to watch the webcast for agricultural products consumer based on 4 I marketing theory,through empirical data analysis,found that "interactive,interest,interest,individuality" four dimensions with the customer to have positive correlation,the relationship between and in live network marketing of agricultural products,"personalized" the biggest impact in the live sales of agricultural products sales.Therefore,the personalized customized marketing mode of "live broadcasting + featured agricultural products" was proposed and explained in detail,and the marketing strategies were designed respectively for picking gardens and plantations through the specific live broadcasting marketing methods of group buying and direct broadcasting.On the premise of clear sales targets and target customers,this thesis makes specific marketing plans for the direct sales of Zigui navel orange.And based on the 4I theory,which is based on the principle of interaction,interest principle,interest principle and personalized principle,put forward the product live marketing strategy.And at the end of the article,put forward a series of zigui navel orange network live marketing measures,including attention to the brand publicity and construction of zigui characteristic agricultural products;Build up zigui’s talent team with marketing thinking;Build zigui’s time-efficient logistics service system and use network technology to improve zigui’s product benefits.