乡村振兴背景下农产品电商直播营销策略研究

Research on Live Marketing Strategies of Agricultural Products E-Commerce under the Background of Rural Revitalization

摘要: 农产品电商直播作为一种极具潜力的新兴发展模式，在乡村振兴的宏伟蓝图中扮演着举足轻重的角色，不仅为农产品打开了更广阔的市场空间，还促进了农业产业结构的升级与农村经济的多元化发展。本文采用文献分析研究法，发现电商直播在助力农产品销售的过程中，仍面临直播行业发展不规范、基础设施承载力不足、直播人才素养不够高、农产品产业价值链短等问题。针对这些问题，本文提出了四条优化路径，即健全直播行业发展规范、提高基础设施承载力、培养高素质直播人才、延伸农产品产业价值链。

Abstract: As an emerging development model with great potential, agricultural e-commerce plays a pivotal role in the grand blueprint of rural revitalization, which not only opens a broader market space for agricultural products, but also promotes the upgrading of agricultural industrial structure and the diversified development of rural economy. This paper adopts the method of literature analysis and finds that in the process of helping the sales of agricultural products, e-commerce live broadcasting still faces problems such as non-standard development of live broadcasting industry, insufficient infrastructure carrying capacity, insufficient quality of live broadcasting talents, and short value chain of agricultural products industry. In response to these problems, this paper puts forward four optimization paths, namely, improving the development norms of the live-streaming industry, improving the carrying capacity of infrastructure, cultivating high-quality live-streaming talents, and extending the value chain of the agricultural products industry.