农产品电商直播的发展现状与优化路径研究

Study on the Development Status and Optimization Path of Live Streaming of Agricultural Products E-Commerce

摘要: 目前，电商直播为农产品的销售转型与市场发展带来了重大机遇。其发展现状表现出用户规模及市场规模增长显著、电商直播的农产品种类繁多、大中小电商直播平台协同发展等特点。农产品电商直播行业的发展有利于增加农产品的销售收益，缓解市场信息不对称，也能激发消费者的购买欲。然而，农产品电商直播当前仍存在着电商直播平台监管体系不完善、农村物流基础设施建设滞后、农产品电商直播专业人才匮乏、农产品电商直播内容同质化等发展困境。对此，文章提出了包括健全农产品电商直播平台的监管制度、完善农产品的物流配送体系、培养农产品电商直播的专业人才、增强农产品直播内容的创新性等促进农产品电商直播可持续发展的优化路径。

Abstract: At present, e-commerce live broadcasting has brought great opportunities for the sales transformation and market development of agricultural products. Its development status shows the characteristics of significant growth in user scale and market scale, a wide variety of agricultural products for e-commerce live broadcast, and coordinated development of large, medium and small e-commerce live broadcast platforms. The development of e-commerce live broadcasting industry of agricultural products is conducive to increasing the sales revenue of agricultural products, alleviating market information asymmetry, and stimulating consumers' purchasing desire. However, there are still some difficulties in the development of e-commerce live broadcast of agricultural products, such as imperfect supervision system of e-commerce live broadcast platform, lagging construction of rural logistics infrastructure, lack of professional talents of e-commerce live broadcast of agricultural products, and homogenization of content of e-commerce live broadcast of agricultural products. In this regard, the article puts forward the optimization path to promote the sustainable development of agricultural e-commerce live broadcast, including improving the supervision system of agricultural e-commerce live broadcast platform, improving the logistics distribution system of agricultural products, cultivating professional talents of agricultural e-commerce live broadcast, and enhancing the innovation of agricultural e-commerce live broadcast content.