Analysis of Marketing Path of East Buy Live-Streaming Platform Based on 4I Theory

传统农产品直播中存在一些问题，如人才匮乏、忽视精神价值创造、现有风格单一固化等。东方甄选作为农产品直播平台，对传统农产品直播营销路径进行创新，有效提高了农产品销量，但仍然存在缺陷。本文基于2021年~2023年东方甄选直播数据和4I理论，运用文献研究法、案例分析法对“东方甄选”直播助农主动营销路径进行研究分析，总结其优势，深挖其漏洞，以存在问题为基点，提出营销路径优化建议，以期为农产品直播可持续发展提供案例支撑。There are some problems in the traditional live broadcasting of agricultural products, such as lack of talent, neglect of spiritual value creation, and single curing of the existing style. East Buy, as a live broadcast platform for agricultural products, has innovated the traditional live broadcast marketing path for agricultural products and effectively increased the sales of agricultural products but there are still shortcomings. This paper is based on the 2021~2023 East Buy live broadcast data and 4I theory, using the literature research method and case study method to study and analyze the “East Buy” live broadcasting to help farmers take the initiative in marketing paths, and summarize its advantages, dig deeper into its loopholes, take the existing problems as the base point, and put forward suggestions for optimizing the active marketing path, in order to provide case support for the sustainable development of agricultural products live broadcast.