Research On The Development Strategy Of Northeast Agricultural Products Live Broadcast With Goods Under The Background Of Nationwide Online Shopping

Under the influence of the normalization of prevention and control of the COVID-19,the lifestyle and consumption mode of Chinese residents have undergone important changes.Online consumption has become the mainstream form of consumption.The era of online shopping has come,and the live streaming goods industry has developed rapidly.The COVID-19 has set off a wave of development of live broadcast of agricultural products.All major e-commerce platforms and businesses have settled in live broadcast booths to start live broadcast activities.This has effectively solved the problem of unsalable agricultural products during the epidemic prevention and control period,and saved many businesses that are on the verge of bankruptcy.Consumers can buy agricultural products they need at a low price without leaving home.For businesses and consumers,live streaming of agricultural products is a win-win model.However,due to the frequent occurrence of such problems as the false exaggerated propaganda of the anchors,the monotonous and boring live broadcast content,the imperfect aftersales service system,and the lack of brand image construction of the products,the interests of consumers are directly affected.It is of great significance to analyze and study the problems existing in the live broadcast of agricultural products and put forward reasonable development suggestions for promoting the development of the live broadcast of agricultural products.Based on the development background of nationwide online shopping,this paper focuses on the current situation of the development of direct seeding of agricultural products in Northeast China,discusses the factors that affect the development of direct seeding of agricultural products,and quickly sums up the reasons that affect the development of direct seeding of agricultural products in Northeast China.Through case analysis,tracking observation in the live broadcast room and other ways,find out the problems existing in the live broadcast of northeast agricultural products in the host,platform,audience and content of the live broadcast.Based on the above research and analysis,put forward practical and reasonable suggestions for the problems existing in the live broadcast of northeast agricultural products.The following conclusions can be drawn from the study: First,through the analysis of the development situation of direct seeding of agricultural products in Northeast China,it is found that the main body of carrying goods is mainly government officials,online celebrities and local farmers.The live broadcast mainly focuses on the picture display of rural life,the presentation of agricultural production process and the dissemination of rural culture.The delivery platform is driven by the development of short video platform and e-commerce platform.Second,take consumers who have purchased agricultural products from Northeast China through live broadcast as the survey object to conduct an empirical study on the factors that affect the delivery of agricultural products.The research results show the professionalism,reputation and flow of the delivery anchors;Regularity,authority and live time of the live broadcast platform;The authenticity,attraction and interactive effect of the live broadcast content;The number of platform audiences,interaction frequency,income and other factors are the main factors that affect consumers’ purchase.Third,the main problems affecting the development of live broadcast and delivery of agricultural products in Northeast China are as follows: there are few excellent live broadcast and delivery anchors,and the comprehensive ability of anchors is not high;The homogeneity of live broadcast content is serious,and the sensationalization of live broadcast content affects the authenticity of the content;Agricultural product publicity neglects brand image publicity,product standardization is low,and product quality control is difficult.Fourth,extract the main content of the 7P theory and propose that the development strategy of the Northeast agricultural products live broadcast with goods can be carried out from product strategy,personnel strategy,price strategy,tangible display strategy,management strategy and other aspects.