乡村振兴背景下“短视频 + 直播”农产品营销路径探析

Analysis of the Marketing Path of Agricultural Products through “Short Videos + Live Streaming” under the Background of Rural Revitalization

摘要: 随着5G时代的到来，短视频直播已经成为农产品的主要营销模式之一。相较于传统的营销模式，这种新模式具有突破地域限制、降低成本、可视化展示等优势，但同时也存在着平台运营能力不足、内容同质化严重、农产品标准降低、缺乏营销人才等方面的难题。本文分析了乡村振兴背景下“短视频 + 直播”模式的优势，指出了短视频直播在农产品营销中现存的问题，提出了短视频直播模式下农产品营销的优化策略。这些举措有利于农村经济的产业升级、农民增收，更好地助力乡村振兴。

Abstract: With the advent of the 5G era, short video live streaming has become one of the main marketing models for agricultural products. Compared with the traditional marketing model, this new model has advantages such as breaking through geographical restrictions, reducing costs, and visual display. However, it also has problems such as insufficient platform operation capabilities, serious content homogeneity, lower standards for agricultural products, and a lack of marketing talents. This paper analyzes the advantages of the “short video + live streaming” model under the background of rural revitalization, points out the existing problems of short video live streaming in the marketing of agricultural products, and proposes the optimization strategies for the marketing of agricultural products under the short video live streaming model. These measures are conducive to the industrial upgrading of the rural economy, the increase of farmers' income, and better contribute to rural revitalization.