直播电商在农产品电商中的应用分析  

Analysis on the Application of Live E-commerce in Agricultural Products E-commerce

作　　者：邱碧珍[1] Qiu Bizhen(Xiamen University Tan Kah Kee College,Zhangzhou 363105,Fujian)

机构地区：[1]厦门大学嘉庚学院,福建漳州363105

出　　处：《农业展望》2020年第11期129-133,共5页Agricultural Outlook

基　　金：福建省教育科学“十三五”规划2020年度常规课题“基于需求导向的应用型本科院校跨境电商专业人才培养模式研究”(FJJKCG20-024);厦门大学嘉庚学院2020年度校级教研教改项目“产学深度融合下应用型本科院校跨境电商人才实践教学探索”(2020J03)。

摘　　要：相比图文并茂的传统电商,农产品直播电商通过视频形式以及主播和观众之间进行双向有温度的交流互动,能够展示农产品的种植采摘过程,有效消除观众对农产品品质和安全的担心,从而增强了消费者的购买欲望和信心,有效地提升农产品的销量和增加农民的收入。然而,直播电商是一个新事物,如何应用直播电商提升农产品销量更是一个新的问题。农产品直播电商的本质是新零售,新零售的核心包括3个要素,即人、货、场,因此从人、货、场3个角度分析如何应用直播电商来提升农产品的销量。最后,对直播电商的未来发展前景进行了展望。Compared with the traditional e-commerce with pictures and texts,the live e-commerce of agricultural products can display the planting and harvesting process of agricultural products and effectively eliminate the audiences'worries about the quality and safety of agricultural products through the video and the two-way and warm interaction between the host and the audience,and enhance the purchasing desire and confidence of consumers,then effectively improve the sales of agricultural products and increase farmers'income.However,live e-commerce is a new thing,and how to use live e-commerce to improve the sales of agricultural products is a new problem.The essence of live e-commerce of agricultural products is new retail,and the core of new retail includes three elements,namely human,goods and field.Therefore,this paper studied how to use live e-commerce to improve the sales of agricultural products from human,goods and field.Finally,the future prospect of live e-commerce development was forecasted.

关 键 词：直播电商 农产品 消费场景 人、货、场 

分 类 号：F724.6[经济管理—产业经济] F323.7