关键词: SICAS模型, 农产品短视频, 内容营销, 消费行为分析, 社会化媒体

Abstract: Short video content marketing of agricultural products has more prominent advantages than traditional agricultural marketing in terms of duration, content, interactive participation and emotional mobilization, but many problems have been exposed during the practice of combining. The article aimed to provide reference for improving short video content marketing for agricultural products, insisted on content as the core and customer-oriented strategy, and proposed five levels of short video content marketing strategy for agricultural products with reference to SICAS model, that was building a demand perception network with wide coverage and fast response; enriching the production channels of agricultural products short video heterogeneous content; determining the differentiated positioning based on platform characteristics, and relying on platform channels to connect with users; expanding sales channels based on platform selection, and optimizing shopping experience; actively guiding users to share their experience,and doing a good job of word-of-mouth marketing.

Key words: SICAS model, short video on agricultural products, content marketing, analysis of consumer behavior, social media