乡村振兴背景下直播带货助力农产品营销发展的研究

Study on the Development of Agricultural Product Marketing Facilitated by Live-Streaming E-Commerce in the Context of Rural Revitalization

摘要: 随着数字经济的蓬勃发展和乡村振兴战略的深入推进，直播带货作为一种新兴的电子商务模式，为农产品销售开辟了新渠道，也为乡村振兴注入了新动能。作为一种新型营销模式，直播带货面临着农产品品质参差不齐、直播人才储备不足、农产品供应链效率低下的问题，需要从强化标准监管，提升农产品品质、加强人才培养，充实直播队伍、优化供应链管理，提高物流效率等方面来助力农产品营销的可持续发展。

Abstract: With the vigorous development of the digital economy and the in-depth implementation of the rural revitalization strategy, live-streaming sales, as a new e-commerce model, have opened up new channels for the sale of agricultural products and injected new impetus into rural revitalization. As a new marketing model, live-streaming sales are confronted with problems, such as uneven quality of agricultural products, insufficient reserve of live-streaming talents, and low efficiency of the agricultural product supply chain. To promote the sustainable development of agricultural product marketing, efforts should be made in strengthening standard supervision to improve the quality of agricultural products, enhancing talent cultivation to enrich the live-streaming team, and optimizing supply chain management to enhance logistics efficiency.