The marketing model of e-commerce live streaming has become relatively mature; however, live streaming for agricultural assistance, as an important branch, is still in its nascent stage. It currently lacks mature market supervision and management mechanisms, remaining largely unregulated. The legal framework is underdeveloped, leading to a market filled with inconsistencies. Following the industry's initial boom, challenges such as false advertising, unstable product quality control, and inadequate after-sales service have emerged as significant barriers to the growth of both agricultural assistance live streaming and the broader e-commerce live streaming sector. This paper examines the Douyin live streaming platform as a case study, focusing on the three essential components of e-commerce: people, products, and venues. It analyzes Douyin's model for agricultural assistance live streaming, its marketing strategies, and the challenges it faces. The paper also offers methods and suggestions for optimizing these marketing strategies, providing valuable insights for the innovative development of Douyin's agricultural assistance live streaming.

Jingwen Cao. Innovative Approaches and Value of Live Streaming for Agricultural Assistance—A Case Study of Douyin Platform. International Journal of Frontiers in Sociology (2024), Vol. 6, Issue 6: 55-60. https://doi.org/10.25236/IJFS.2024.060610.

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