乡村振兴背景下农产品直播营销模式研究

Research on Live Marketing Model of Agricultural Products under the Background of Rural Revitalization

摘要: 在乡村振兴战略不断推进的背景下，随着农村产业和电商经济的不断发展，农产品直播营销快速兴起，作为一种新型电子商务销售模式，它不仅为农产品的销售开辟了新的路径，拓宽了农产品的销售渠道，大大提高了农民的收入水平，还促进了乡村振兴战略的实施。对此，本文着眼于乡村振兴背景下的农产品直播营销模式，深入分析农产品直播营销的意义、农产品直播营销模式存在的问题，并且为农产品直播营销模式的可持续发展提供相应的对策与建议，旨在更好地指导农产品直播营销的健康发展，推动乡村经济全面发展，进而实现乡村振兴战略目标。

Abstract: In the context of the continuous promotion of the rural revitalization strategy, with the continuous development of rural industry and e-commerce economy, live marketing of agricultural products has risen rapidly. As a new e-commerce sales model, it not only opens up a new path for the sales of agricultural products, broadens the sales channels of agricultural products, greatly improves the income level of farmers, but also promotes the implementation of the rural revitalization strategy. In this regard, this paper focuses on the live streaming marketing mode of agricultural products under the background of rural revitalization, deeply analyzes the significance of live-streaming marketing of agricultural products and the problems existing in the live streaming marketing mode of agricultural products, and provides corresponding countermeasures and suggestions for the sustainable development of the live streaming marketing mode of agricultural products, aiming to better guide the healthy development of live-streaming marketing of agricultural products and promote the all-round development of rural economy, and then realize the strategic goal of rural revitalization.