Abstract: The rapid development of live marketing has brought about the development and breakthroughs of many industries. In the post-epidemic era, it is even more important. Selling agricultural products through live broadcast has become an important method for poverty alleviation and rural revitalization. However, there are still problems in the live marketing of agricultural products such as insufficient original content and lack of effective interaction. Based on this, based on the 4 I marketing theory, we will strive to explore the new media marketing road for agricultural live marketing.