| Agriculture is a pillar industry in Liaoning Province.With the development of the ecommerce industry,the live broadcast mode of agricultural products e-commerce has become a new outlet developed in recent years.Production brings greater traffic dividends and potential opportunities.Excellent live broadcast operation ability is the commander-in-chief of the live broadcast room and the brain of the live broadcast room,which plays a crucial role in the marketing effect of different agricultural products e-commerce live broadcast modes.This research mainly starts from the perspective of different live broadcast modes of sellers,and studies the influence of live broadcast operation ability on marketing effect.It will bring certain benefits for sellers of agricultural products e-commerce to strengthen live broadcast operation ability from different aspects and improve marketing effect under different live broadcast modes.guiding role.This study mainly divides the live broadcast mode of agricultural products e-commerce into three types,namely "net celebrity(professional anchor)+ e-commerce" mode,"KOL + ecommerce" mode and "seller + e-commerce" mode.Influence of live broadcast operation capability on marketing effect under different live broadcast modes.The live broadcast operation ability is descriptively analyzed and compared from the six dimensions of anchor ability,brand management,price management,content management,communication channels,and commodity management.The relevant measurement of marketing effect will bring agricultural products e-commerce through the live broadcast mode.The growth of the incoming GMV is quantified,and it is decomposed into three objective indicators,namely,the traffic change index,the conversion rate change index,and the customer unit price change index,and fit into the marketing effect index for measurement.Through the cross-analysis of the live broadcast operation ability and marketing effect under the three live broadcast modes,and the chi-square test,the research results show that under the "Internet celebrity(professional anchor)+ e-commerce" live broadcast mode,the anchor’s appearance level,the anchor’s ability to bring goods,and the anchor’s The commission level,product level,and product inventory will affect the marketing effect.In the "KOL + e-commerce" live broadcast mode,the anchor’s appearance level,the anchor’s ability to bring goods,and the degree of fit with the product will affect the marketing effect.Under the "seller + e-commerce" live broadcast mode,in the current agricultural product e-commerce live broadcast mode in Liaoning Province,there are fewer sellers who adopt this mode,and at the same time,although the ability of the anchor is not enough.The average score of the six dimensions of brand management,price management,content management,communication channels,and commodity management is high,but the actual marketing effect is poor.In this mode,the appearance of the anchor,the fit between the anchor and the product,the quality of the product,the strength of brand promotion,the strength of discounts,the interactivity of live broadcast content,the strength of publicity before the live broadcast,the live broadcast equipment,the product level,and the inventory will all affect the marketing effect.Therefore,suggestions are mainly made from the two aspects of different subjects and live broadcast modes.On the government side,it is recommended to strengthen the construction of the logistics system,improve the effectiveness of logistics services,formulate laws and regulations,restrict market behavior,improve the vocational training system for agricultural product e-commerce,and cultivate e-commerce talents.In terms of agricultural product stores,it is recommended to create regional agricultural product business cards,choose a suitable live broadcast mode,pay attention to distinguishing product grades,and pay attention to reasonable pricing of product quality.In terms of seller personnel,understand the needs of consumers,carry out live marketing activities,enhance Internet thinking,and actively participate in training.In terms of the "net red(professional anchor)+ e-commerce" live broadcast model,it is necessary to find the positioning of the store,sort out the business ideas,clarify the purpose of the live broadcast,formulate the marketing plan,distinguish the product level,and maintain the commodity inventory In the "KOL + e-commerce" live broadcast mode,it is necessary to find the right anchor,judge the product fit to clarify the product type,tell the product story,in the "seller + e-commerce" live broadcast mode,it is necessary to strengthen the training of live broadcast personnel,grasp the live broadcast rhythm,choose the right product,grasp the publicity,and the product is reasonably priced.Grasp the intensity of the offer,do a good job of live interaction,and grasp the intensity of interaction. |
