直播带货:乡村农产品销售模式创新与路径优化  

Live Broadcasting with Goods:Innovation and Path Optimization of Rural Agricultural Products Sales Mode

作　　者：索广利 周慧蓉 胡钧铭[1] 周凤珏[2] 刘开强[3] 何铁光[1] 蒙炎成[1] 张俊辉[1] 李婷婷[1] 俞月凤[1] 李宇翔[3] Suo Guang-li;Zhou Hui-rong;Hu Jun-ming;Zhou Feng-jue;Liu Kai-qiang;He Tie-guang;Meng Yan-cheng;Zhang Jun-hui;Li Ting-ting;Yu Yue-feng;Li Yu-xiang(Institute of Agricultural Resources and Environment,Guangxi Academy of Agricultural Sciences,Nanning,Guangxi 530007,China;College of Agriculture,Guangxi University,Nanning,Guangxi 530004,China;Guangxi Academy of Agricultural Sciences,Nanning,Guangxi 530007,China)

机构地区：[1]广西农业科学院农业资源与环境研究所,广西南宁530007 [2]广西大学农学院,广西南宁530004 [3]广西农业科学院,广西南宁530007

出　　处：《广西农学报》2021年第3期46-50,共5页Journal of Guangxi Agriculture

基　　金：广西“新世纪十百千人才工程”专项资金(项目编号:2018221);广西科技基地和人才专项(桂科AD18281089);广西茶叶试验站建设专项(桂TS201406、桂TS202106);广西农业科学院创新团队项目(桂农科2018YT08、桂农科2021YT040)。

摘　　要：直播带货是一种新型网络销售服务方式,在乡村农产品销售中的应用,有助于农产品销售模式的创新及产业赋能。文章通过对农产品直播带货进行梳理分析,探讨直播带货的概念内涵、主要特征、兴起过程和乡村农产品直播带货销售模式的创新。针对直播带货在乡村农产品销售过程中存在的主要问题,从完善乡村物流配送体系、培养专业直播带货人才、制定农产品质量控制标准、建立农产品追溯识别体系方面进行乡村农产品直播带货途径的优化,主要包括人工智能主播、物联网一体化、全域销售方面等,并归纳了未来乡村农产品直播带货发展趋势,为进一步助力乡村振兴和农业农村高质量发展提供借鉴。As a new type of network sales service mode,the application of live broadcasting with goods in rural agricultural products sales is conducive to the innovation of agricultural products sales mode and the industrial empowerment.Based on the systematic analysis of live broadcasting with goods,this paper discussed the concept,connotation,main characteristics,rising process of live broadcast with goods and the innovation of rural agricultural products live broadcast with goods sales model.In view of the main problems in the process of rural agricultural products sales,this paper analyzed the main optimization ways of rural agricultural products live broadcasting with goods from the aspects of improving rural logistics distribution system,cultivating professional live broadcasting with goods talents,formulating quality control standards of agricultural products,and establishing traceability identification system of agricultural products,mainly including the aspects of artificial intelligence broadcasting with goods,internet of things integration,global sales.It summarizes the future development trend of rural agricultural products live broadcasting with products,and provides reference for further helping rural revitalization and high-quality agricultural and rural development.

关 键 词：直播带货 农产品销售 流通路径 产业赋能 模式创新 

分 类 号：F724.6[经济管理—产业经济] F323.8