Innovation Analysis of Scene Fusion-driven Live Marketing for Agricultural Products

Abstract

With the development of the economy and society, the process of agricultural modernization in our country is constantly advancing, and agricultural product consumption also presents the momentum of rapid development. In recent years, the live-streaming e-commerce industry has developed rapidly, becoming an important driving force for economic recovery. As a new marketing method, live streaming e-commerce can not only play a positive role in promoting the structural reform of the supply side of agriculture but also provide an important driving force for the development of the rural economy, live streaming to help agriculture will also become a new trend of live streaming of e-commerce. This paper selects the case of "East Buy" as the research object, based on the relevant theories of scene marketing, discusses the innovation points of agricultural products live broadcast service scene and puts forward feasible marketing strategies for the sustainable development of online live broadcast with goods.