生鲜农产品直播带货的发展路径研究

Analysis of the Development Path of Live Streaming of Fresh Produce with Goods

摘要: 随着互联网的发展，直播带货模式兴起。生鲜农产品直播带货模式已经成为当下生鲜农产品销售的新模式，它的出现不仅拓宽了生鲜农产品销售渠道带动经济发展，同时也为消费者提供了一种更为便捷高效的购物方式。但在直播带货生鲜农产品的过程中，也存在着许多问题。本文基于生鲜农产品直播带货模式的现状，以SWOT分析模型为理论模型来分析，对生鲜农产品直播带货模式的改进提出了建议，以期更好地促进生鲜农产品在直播带货中的销售，从而实现消费者和生鲜农产品商家互利共赢。

Abstract: With the development of the Internet, the live-streaming mode has emerged. It has not only broadened the sales channels of fresh agricultural products to drive economic development, but also provided consumers with a more convenient and efficient way of shopping. However, there are many problems in the process of live-streaming of fresh agricultural products. Based on the current situation of the fresh produce live-streaming mode, this paper takes SWOT analysis model as the theoretical model to analyze, and puts forward suggestions for the improvement of the fresh produce live-streaming mode, with a view to better promoting the sales of fresh produce in the live-streaming mode, so as to achieve mutual benefits for consumers and fresh produce merchants.