直播带货助力精准扶贫的现状、问题和对策研究  

Research on the Current Situation,Problems and Countermeasures of Live Commerce to Help Targeted Poverty Alleviation

作　　者：王瑾[1] 曹建斌[1] 郝丹[1] 陈琦[1] 石艳[1] WANG Jin;CAO Jian-bin;HAO Dan;CHEN Qi;SHI Yan(Suzhou Institute of Trade&Commerce,Suzhou 215000,China)

机构地区：[1]苏州经贸职业技术学院,江苏苏州215000

出　　处：《中小企业管理与科技》2020年第28期148-149,共2页Management & Technology of SME

基　　金：高校专业社团服务精准扶贫的实践研究——以苏州经贸职业技术学院电子商务社为例:2018年苏州高职高专院校学生工作研究课题(SGZXA201803)。

摘　　要：电商扶贫已经成为精准扶贫的重要方式之一,2020年直播带货更是成为电商扶贫的热门方式。各个政府部门、媒体和网络平台纷纷组织公益助农直播,领导干部、直播大V、明星、主持人加入直播队伍,带来了海量的订单和不断增长的销售额。但是由于农产品的质量缺乏保证、直播流程规范化不足、市场监管体系不完善、直播人才良莠不齐等因素,对直播助农带来了负面影响,急需采取培养专业人才、加强市场监管、制定标准化流程等措施,从而推动直播带货助农的可持续发展。E-commerce poverty alleviation has become one of the important ways of targeted poverty alleviation,and live commerce in 2020 will become a popular way of e-commerce poverty alleviation.Various government departments,media and network platforms have organized live of public welfare to help agriculture.Leading cadres,live influencer,stars and hosts join in the live team,bringing huge orders and increasing sales volume.However,due to the lack of quality assurance of agricultural products,lack of standardization of live process,imperfect market supervision system,uneven talents of live and other factors,these factors have a negative impact on using live to help agriculture.It is urgent to take measures such as training professional talents,strengthening market supervision,formulating standardized process and so on,so as to promote the sustainable development of live commerce to help agriculture.

关 键 词：直播助农 精准扶贫 标准化 对策 

分 类 号：F713.36[经济管理—产业经济] F325.2