电商直播对农业经济的影响机制分析及对策

Analysis of the Impact Mechanism of E-Commerce Live Broadcast on Agricultural Economy and Countermeasures

摘要: 电商直播是近几年新兴起的电商交易模式，其在为经济创造新增长点的同时，也为扶农助农、促进农民增收、农业增长、实现乡村振兴事业提供了新的着眼点。本文通过理论和定性分析的方法，分析当前农产品电商直播的概念、现状、主要模式和存在问题，再结合分析“直播带货”对农民增收和农业增长的影响，分析得到当前最主要的三类电商直播模式为基于传统电商平台型、短视频平台型和泛娱乐直播平台所进行的“推介式”带货。并存在行业乱象丛生，监管缺位、农产品专门化的直播平台较少、相应的配套设施建设不到位、相关的专业人才缺口较大的问题。对农业经济的影响则体现在对供需两端的影响、对交易成本的影响、对乡村城镇化的影响、对农村政策的影响。最后结合以上内容给出建议。

Abstract: E-commerce live broadcast is a newly emerging e-commerce transaction mode in recent years. While creating new growth points for the economy, it also provides a new focus for supporting agriculture, promoting farmers’ income, agricultural growth, and realizing the cause of Rural Revitalization. Through theoretical and qualitative analysis, this paper analyzes the concept, current situation, main modes and existing problems of current e-commerce live broadcasting of agricultural products. Combined with the analysis of the impact of “live broadcasting with goods” on Farmers’ income and agricultural growth, it is concluded that the three main types of e-commerce live broadcasting modes are “promotional” delivery based on traditional e-commerce platform, short video platform and pan entertainment live broadcasting platform. There are also problems such as industry chaos, lack of supervision, fewer specialized live broadcasting platforms for agricultural products, inadequate construction of corresponding supporting facilities, and a large gap of relevant professionals. The impact on agricultural economy is reflected in the impact on both sides of supply and demand, the impact on transaction costs, the impact on rural urbanization, and the impact on rural policies. Finally, suggestions are given based on the above contents.