农村电商直播助力巫溪县乡村振兴的营销策略研究.docxVIP

重庆工程学院本科生毕业论文 摘要 PAGE PAGE I 摘 要 互联网的渗透率逐年升高，导致电商行业发展的趋势迅猛，短短几年时间直播作为电商行业的一块分支也逐步进入消费者日常生活的视野，城市地区的电商发展趋于完善，但农村电商的发展才步入起步阶段，这时将直播营销策略与农村电商发展相融合才能为农村地区迎来新生机。 巫溪县作为一个典型的农业生产县，在农村电商进一步推进的大环境下，仅仅发展当地自产自销的农业模式是完全不足以跟上时代的脚步的，要想改变当地处于经济落后的局面，本文在了解农村电商大致发展情况后，在农村电商这一大环境下研究，如何用4I理论结合直播助力这一手段来制定符合巫溪县乡村振兴战略的营销策略。 本文首先介绍国内外有关农村电商直播的相关理论，对农村电商、直播以及乡村振兴的概念及特点做出阐述，再将当地传统销售模式与巫溪当地现状相结合，由传统营销向直播营销上转变，而巫溪当地主要的直播营销主要还是缺乏直播营销理念、直播营销手段单调、直播营销的过程中缺少资金和内容投入、直播互动机制不完善等问题。 通过分析巫溪县直播营销中可能出现的问题，创新地将当地现状与直播营销理论相结合，并运用营销手段中的直播这一手段，剖析巫溪县营销方式上的欠缺。也就是将 “4I理论”融合进传统营销分析，运用直播手段对其中出现的问题提出相应的营销策略，从个性化、趣味性、利益性、互动性这四个方面列举具体的实施建议，对和巫溪县有类似情况的地区发展提供一定的借鉴意义。 关键词：农村电商；直播；乡村振兴；营销策略 重庆工程学院本科生毕业论文 ABSTRACT PAGE PAGE II ABSTRACT The penetration rate of the Internet is increasing year by year, leading to the rapid development trend of the e-commerce industry. In just a few years, live broadcasting, as a branch of the e-commerce industry, has gradually entered the view of consumers daily life. E-commerce development in urban areas tends to be perfect, but the development of rural e-commerce has just entered the initial stage. At this time, the integration of live broadcast marketing strategy and rural e-commerce development can usher in new vitality for rural areas. Wuxi County, as a typical agricultural production county, in the environment of further promotion of rural e-commerce, only developing the local agricultural mode of self production and self marketing is not enough to keep up with the pace of the times. In order to change the backward situation of local economy, this paper studies the development of rural e-commerce in the environment of rural e-commerce, How to use 4I theory combined with live help to develop marketing strategies in line with the Rural Revitalization Strategy of Wuxi County. This paper first introduces the relevant theori