数字经济背景下农产品直播带货营销模式研究

Research on the Marketing Model of Live Streaming of Agricultural Products in the Context of Digital Economy

摘要: 数字经济背景下的农产品直播带货营销模式已成为销售农产品的主要方式之一。当前农产品直播带货呈现出参与主体多元化、电商市场扩大和带货联动产业效应的现状，但同时也面临着农产品质量与标准化不统一、直播带货主播不专业与基础设施不完善等问题。针对上述困境，应该加强市场监管、培养专业直播带货人才和完善基础设施等优化策略，从而进一步提升农产品的直播带货效能，推动乡村振兴。

Abstract: The marketing model of agricultural live streaming with goods in the context of the digital economy has become one of the main ways to sell agricultural products. Currently, the live streaming of agricultural products presents the status quo of diversification of participating subjects, expansion of the e-commerce market, and the linkage of the industry effect of live streaming, but it also faces the problems of inconsistency in the quality and standardization of agricultural products, unprofessional live streaming hosts, and imperfection of the infrastructure. In view of the above dilemmas, optimization strategies such as strengthening market supervision, cultivating professional live-streaming talents and improving infrastructure should be adopted to further enhance the effectiveness of live-streaming of agricultural products and promote rural revitalization.