A Study on Communication Strategies of Dongfang Zhenxuan’s Agricultural Support Livestreaming from the Perspective of Scenario Theory

随着移动设备的普及以及互联网技术的不断发展，助农直播日益成为农村电商转型升级的核心赛道，场景化传播是其发展的重要趋势和变革方向。本文基于场景理论，采用个案研究、深度访谈、参与式观察的研究方法，从“人、货、场”三个维度对东方甄选助农直播的场景化传播策略进行分析。研究发现，东方甄选助农直播间深度融合场景构建与技术应用，搭建以用户为中心的场景化传播体系。场景主体上，主播、嘉宾与用户互动形成情感共鸣与价值传递的交互网络；选品规划上，以优质品控为基础，通过折扣机制与福利政策组合激发消费动机；场景设计方面，借助道具美学、户外场景迁移及才艺表演实现沉浸式感官体验升级。人货场三大要素形成协同效应，为农产品直播电商提供创新运营范式，具有重要的理论和实践意义。Driven by the proliferation of mobile devices and continuous advancement of internet technologies, agricultural support livestreaming has evolved into a core catalyst for the transformation of rural e-commerce, with contextualized communication representing a pivotal developmental trend. Grounded in Scenario Theory, this study employs a multi-method approach integrating case study, in-depth interviews, and participatory observation to analyze Dongfang Zhenxuan’s contextualized communication strategies through the tripartite framework of participants, products, and scenarios. The findings demonstrate that Dongfang Zhenxuan’s livestreaming deeply synthesizes scenario construction and technological applications to establish a user-centered contextualized communication ecosystem. Within the participant dimension, hosts and guests cultivate emotion resonance networks and value dissemination networks through dynamic user interactions. Regarding product strategy, premium quality control serves as the foundation, while synergistic deployment of discount mechanisms and welfare policies effectively stimulates consumption motivation. In the scenario design sphere, immersive sensory experiences are enhanced through aesthetic props, outdoor scene translocation, and talent performances. The synergistic interplay of these three elements ultimately constructs an innovative operational paradigm for agricultural product livestreaming e-commerce, yielding significant theoretical and practical implications.