领导干部直播带货:驱动因素、关键特征与发展进路  

The Government Officials’Livestreaming Marketing:Driving Factors, Key Features and Development Path

作　　者：马亮[1,2] 马菊 史晓姣 MA Liang;MA Ju;SHI Xiao-jiao(School of Public Administration,Renmin University of China,Beijing 100872;School of Public Administration,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]中国人民大学公共管理学院,北京100872 [2]浙江工商大学公共管理学院,浙江杭州310018

出　　处：《兰州大学学报（社会科学版）》2021年第5期143-152,共10页Journal of Lanzhou University（Social Sciences）

基　　金：中国人民大学团队培育计划项目“中国城市间政策学习研究”(20XNQ015)。

摘　　要：许多基层干部都通过抖音等短视频平台进行直播带货,宣传推介当地农特产品和文旅资源,为脱贫攻坚作出了巨大贡献。以县长直播带货为例,基于多源数据对官员直播带货的全国分布情况、主要发展状况和影响因素进行定量分析。研究显示,全国有近半的县或县级市开展了形式多样的县长直播带货,县长直播带货同一个县的人口规模、贫困程度、城镇化水平和民族聚居情况有关,而同县域数字化进程、人均收入等因素关系不大。基于上述研究发现,提出了进一步推动官员直播带货规范发展的对策建议。Through livestreaming marketing on TikTok and other short video platforms,many primary-level government officials have made great contributions to poverty alleviation by promoting local agricultural products as well as cultural and tourist resources.By virtue of multi-source data,this paper takes the livestreaming marketing broadcasted by the heads of counties as an example to conduct a quantitative analysis on the national distribution,development and influencing factors of the government officials’livestreaming marketing.The research suggests that nearly half of the counties or county-level cities in China have carried out various forms of livestreaming marketing by the heads of counties,which has higher correlations with a county’s population size,poverty level,urbanization level and the size of ethnic minority communities,but lower correlations with other factors such as the digitization process and per capita income of the county.Based on the above research findings,this paper puts forward some suggestions to further normalize the development of the government officials’livestreaming marketing.

关 键 词：直播带货 短视频 数字治理 脱贫攻坚 地方干部 

分 类 号：D63[政治法律—政治学]