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非全日制专业硕士学位论文
淘宝直播平台的农产品
营销策略优化研究
学 位 申 请 人 ：陈丽清
专 业 领 域 ： 工商管理
校 内 导 师 ： 谢晗进 副教授
校 外 导 师 ： 李桂珍 高级国际商务师
答辩日期：2022 年 5 月 28 日独创性声明
本人郑重声明：所呈交的学位论文是我个人在导师指导下进行的研究
工作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方
外，论文中不包含其他人已经发表和撰写的研究成果，也不包含为获得华
东交通大学或其他教育机构的学位或证书所使用过的材料。与我一同工作
的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢
意。
本人签名 日期 2022 年 5 月 20 日
关于论文使用授权的说明
本人完全了解华东交通大学有关保留、使用学位论文的规定，即：学
校有权保留送交论文的复印件，允许论文被查阅和借阅。学校可以公布论
文的全部或部分内容，可以采用影印、缩印或其他复制手段保存论文。
保密的论文在解密后遵守此规定，本论文无保密内容。
学 生 本 人 签 名 日期 2022 年 5 月 20 日
校 内 导 师 签 名 日期 2022 年 5 月 20 日摘要
摘要
受新冠疫情影响，各地商超、农贸市场大量关闭，货运物流受阻，线下实体经济受
到前所未有的冲击，为网络直播带货带来了前所未有的发展机遇挑战。直播营销效果目
前超越传统的农产品营销，实现农产品从产地到消费者的直接连通，降低了流通成本，
农民和电商平台实现收入双提升。但随着直播行业爆发式发展，许多企业、商家追求利
益最大化，农产品直播营销策略逐渐向直播营销流量集中网红主播，夸大宣传和以次充
好等方向走偏，在现有营销策略背景下，导致消费者对农产品直播营销的新鲜感逐渐下
降，营销效果也在降低。所暴露出的问题也影响着整个行业的风评。
本文基于SICAS 模型构建量表，发放调查问卷 268 份，收回有效问卷 259 份。本
研究通过对现有淘宝平台农产品直播营销现状进行分析，发现淘宝平台农产品营销存在
以下问题：（1）农产品同质化现象严重，产品竞争力受到影响；（2）农产品直播营销
内容吸引度较低；（3）农产品质量没有达到消费者预期，平台售后服务不完善；（4）
电商平台上农产品营销影响力有限。
针对以上问题，我们探究其问题背后成因在于：（1）消费者对农产品品牌感知程
度较低，加上同质化现象严重，使得农产品营销受到影响；（2）农产品直播内容缺乏
文化底蕴导致内容吸引度不高（3）消费者与主播间沟通存在问题，导致消费者认知不
全面；（4）淘宝平台及市场监管乏力导致农产品销售和售后环节还不完善；（5）消费
者对农产品分享讨论动力不足影响了农产品营销影响力。
鉴于此，本研究认为：（1）在直播营销过程中，要通过建立品牌、优化物流等措
施来提升消费者感知水平；（2）在淘宝直播中要充分展示农产品差异文化，丰富直播
生态，加大消费者通过直播购买农产品的兴趣；（3）淘宝直播要注重对专业化团队培
养、创新服务模式，有效提升直播效果，增强交互性；（4）淘宝直播要完善农产品售
后服务体系、监管体系让消费者购买行为得到保障；（5）淘宝直播要加强农产品文化
输出，讲好品牌故事，以此促进消费者购买分享的行为。
关键词：电商营销；农产品营销；策略研究；营销策略；SICAS
IAbstract
Abstract
In recent years, with the development of network information technology, e-commerce
formats continue to innovate, and e-commerce live streaming comes into being. Due to the
impact of COVID-19 in 2020, the offline real economy has suffered unprecedented impact,
while bringing unprecedented development opportunities and challenges to online live
streaming. In the face of the COVID-19 crisis, supermarkets and farmers; markets across the
country have been closed, freight and logistics have been blocked, and the new mode of direct
marketing of agricultural products has opened a new chapter of rural e-commerce
development to help farmers and poverty alleviation. However, with the gradual maturity of
the live broadcast mode, the quality levels of the anchors of the live broadcast of agricultural
products are uneven. The current flow of live broadcast marketing is almost concentrated on
the Internet celebrity anchors, and the farmers; anchors depend too much on the platform to
attract their goods. In the era of live broadcast economy, we should make full use of network
platforms to do a good job in the live broadcast marketing of agricultural products. In order to
create a good livestreaming ecology, promote the healthy and rapid development of
livestreaming economy of agricultural products, boost the characteristic culture of agricultural
products and rural revitalization, and realize the digital upgrading of industrial structure of
agricultural products.
Based on SICAS model, 268 questionnaires were distributed and 259 valid
questionnaires were retrieved. Through analyzing the current situation of livestream
marketing of agricultural products on taobao platform, this study finds that there are the
following problems in the marketing of agricultural products on taobao platform : (1) serious
homogenization of agricultural products affects product competitiveness; (2) The direct
marketing content of agricultural products is less attractive; (3) The quality of agricultural
products does not meet consumers; expectations, and the after-sales service of the platform is
not perfect; (4) The marketing influence of agricultural products on e-commerce platforms is
limited.
In view of the above problems, we explore the reasons behind the problems: (1)
consumers have a low perception of agricultural products brand, coupled with serious
homogenization phenomenon, which affects the marketing of agricultural products; (2) The
contents of live broadcast of agricultural products are not attractive due to the lack of cultural
connotations. (3) There are problems in communication between consumers and anchors,
resulting in incomplete cognition of consumers. (4) Weak supervision of Taobao platform and
IIAbstract
market leads to imperfect sales and after-sales links of agricultural products; (5) Insufficient
motivation of consumers to share and discuss agricultural products affects the marketing
influence of agricultural products.
In view of this, this study holds that : (1) in the process of live broadcast marketing, it is
necessary to improve consumers; perception through brand building and logistics optimization.
(2) The different cultures of agricultural products should be fully displayed in Taobao live
broadcast, so as to enrich the ecology of live broadcast and increase consumers; interest in
purchasing agricultural products through live broadcast; (3) Taobao live broadcast should pay
attention to the training of professional teams, innovate the service mode, effectively improve
the effect of live broadcast, and enhance the interaction; (4) Taobao Live broadcast should
improve the after-sales service system and supervision system of agricultural products to
ensure consumers; purchasing behavior; (5) Taobao live broadcast should strengthen the
cultural output of agricultural products and tell good brand stories so as to promote
consumers; purchasing and sharing behaviors.
Key Words: E-commerce marketing; Agricultural products marketing; Strategy research;
Marketing planning; SICAS
III