在当今移动互联网、5G等技术的推动下，电商直播凭借其直观、互动、即时和娱乐等综合性特点，为消费者提供了多样化、丰富性及沉浸式的购物体验，广受消费者欢迎。随着各大直播平台使用者的不断增加，直播营销迎来了发展的高峰期。不同业态的企业纷纷开始了直播营销，展示公司和产品形象，促进交易达成。其中农产品企业在乡村振兴战略的推动下，同样也进行了营销模式的转型，尝试采用电商直播营销。然而农产品企业刚刚开始直播营销，普遍存在直播流量小、曝光量低等问题。要想在激烈的市场竞争中获得优势，企业就必须研究和实施适合自己的直播营销策略，通过优化直播内容、提高互动性等手段，增加曝光度和拓宽引流渠道，以实现效益的最大化，从而在竞争中保持领先地位。

L公司是以销售传统农产品为主营业务的乡镇企业。本文选取L公司作为研究对象，在综合研究国内外农产品电商直播现状及相关理论的基础上，阐述了L公司农产品电商直播营销的现状，并运用PEST分析法分析L公司农产品电商直播营销的宏观环境和微观环境。在此基础上，采用SICAS模型设计问卷对L公司农产品电商直播间消费者进行问卷调查，并对问卷调查数据进行描述性分析和信效度分析，找出L公司农产品电商直播营销存在用户感知度较低、直播缺乏吸引力以及与消费者互动不足等问题，通过分析得出问题的成因主要包括品牌效应差且营销宣传弱、主播及运营团队能力不足以及互动形式单一且缺乏热情等原因。针对存在的问题的原因分析，本文提出了提升品牌建设，多渠道宣传引流、培养主播队伍，策划直播场景、提升消费者的参与感和粉丝黏性等多项营销策略的建议。为了确保策略的顺利实施，提出了树立新的营销理念以及加强农产品质量管理等多项保障措施，以切实改善L公司农产品直播现状，提高直播营销业绩。

本文旨在为L公司在农产品直播领域提供策略性的理论和实践建议，以增强其市场竞争力。同时，本研究成果也期望能为同行业的其他企业提供有益借鉴，帮助他们在电商直播营销上取得更好的成效。

In the era of mobile internet and 5G technology, live e-commerce, with its comprehensive features of directness, interactivity, immediacy, and entertainment, provides consumers with diverse, rich, and immersive shopping experiences, which are widely welcomed by consumers. With the increasing number of users on various live streaming platforms, live marketing has entered a peak period of development. Companies from different industries have begun live marketing to showcase their company and product images and promote transaction completion. Among them, agricultural enterprises, driven by the Rural Revitalization Strategy, have also transformed their marketing models and tried live e-commerce marketing. However, agricultural enterprises that have just started live marketing generally face problems such as low live traffic and low exposure. In order to gain an advantage in the fierce market competition, companies must study and implement suitable live marketing strategies by optimizing live content and improving interactivity to increase exposure and expand the flow channel, so as to achieve maximum benefits and maintain a leading position in the competition.

L Company is a township enterprise mainly engaged in the sale of traditional agricultural products. This article selects L Company as the research object, and based on a comprehensive study of the current situation and related theories of agricultural product e-commerce live streaming at home and abroad, elaborates on the current situation of L Company's agricultural product e-commerce live streaming marketing, and uses PEST analysis to analyze the macro and micro environments of L Company's agricultural product e-commerce live streaming marketing. On this basis, the SICAS model was used to design a questionnaire to conduct a survey of consumers in L Company's agricultural product e-commerce live streaming room. Descriptive analysis and reliability and validity analysis were conducted on the questionnaire data to identify the problems of low user perception, lack of attractiveness in live streaming, and insufficient interaction with consumers in L Company's agricultural product e-commerce live streaming marketing. Through analysis, the main causes of the problems were found to include poor brand effect and weak marketing promotion, insufficient ability of anchors and operation teams, and single and lack of enthusiasm in interactive forms. Based on the analysis of the reasons for the existing problems, this article proposes multiple marketing strategies such as enhancing brand building, multi-channel promotion and drainage, cultivating a team of anchors, planning live streaming scenes, and improving consumer participation and fan stickiness. In order to ensure the smooth implementation of the strategy, multiple guarantee measures such as establishing new marketing concepts and strengthening agricultural product quality management have been proposed to effectively improve the current situation of L Company's agricultural product live streaming and enhance live streaming marketing performance.

This article aims to provide strategic theoretical and practical recommendations for L Company in the field of agricultural product live streaming, in order to enhance its market competitiveness. At the same time, the results of this study also hope to provide useful reference for other companies in the same industry, helping them achieve better results in e-commerce live streaming marketing and pointing out the direction for the entire industry in e-commerce live streaming marketing.