生鲜农产品农户加入直播平台增收研究

Explore How Farmers of Fresh Agricultural Products Can Ensure that They Increase Their Income after Joining the Live Broadcast Platform

摘要: 探讨生鲜农产品农户选择直播营销模式是否会盈利，考虑直播给传统渠道带来的实际转化率、消费者对于农户的保鲜努力水平敏感系数、渠道交叉系数对生鲜农产品需求的影响，并分析农户保鲜努力成本、支付给直播平台的佣金率和消费者的退货率等对农户加入直播平台后利润影响情况。研究表明：当农户保鲜努力水平较低时，此时农户选择直播营销不会盈利，反之会；加入直播平台后，随着传统渠道占比越高，农户的利润越高；当直播给传统渠道带来的实际转化率增加时，农户的利润会增加。

Abstract: This paper discusses how to ensure increased income after farmers choose live marketing mode of fresh agricultural products, considers the actual conversion rate brought by live broadcasting to traditional channels, the sensitivity coefficient of consumers to the level of freshness preservation efforts of farmers, and the impact of channel crossover coefficient on the demand for fresh agricul-tural products, and analyzes the impact of farmers’ freshness preservation efforts, the market share of fresh agricultural products offline channels, the commission rate paid to the live broadcast plat-form and the return rate of consumers on the profits of farmers after joining the live broadcast platform. Studies have shown that when the level of farmers’ freshness preservation efforts is low, at this time, farmers choose live marketing will not be profitable, but vice versa; after joining the live broadcast platform, with the higher the proportion of traditional channels, the higher the prof-its of farmers; when the actual conversion rate brought by live broadcasting to traditional channels increases, the profits of farmers will increase.