Author(s)

Yiran Li, Qianyi Sun, Fanke Zhao

Corresponding Author

Qianyi Sun

ABSTRACT

The development of the Internet and e-commerce has given birth to the emerging marketing model of live broadcast and delivery. Selling agricultural products through live broadcast has become an emerging model to help agricultural product sales and promote development of agriculture and rural areas. We firstly did industry and background research, including changes in consumer consumption patterns, the status quo of rural development and live broadcast of agricultural products and so on. Based on these information, we further studied the main problems existing in the current marketing model of live-broadcasting agricultural products, including the uneven quality of agricultural products, the over-reliance on the anchor, the imperfect transportation and logistics system and the human resource gap in the industry. We then conducted in-depth discussions on these issues, and summed up feasible live-streaming marketing upgrade methods for agricultural products, such as adding Internet e-commerce platforms such as “Kuaishou” and “Tik Tok” as agricultural products sales channels, making full use of the 5G environment accompanied with HD live broadcast, AR/VR, holographic projection and other technologies to update the sales model. At the same time, this article has both practical and theoretical significance. It has certain reference significance in guiding the healthy development of the rural e-commerce economy and the upgrading of related fields in the future.

KEYWORDS

Live broadcast, agriculture, rural economy, marketing