乡村振兴背景下漳州农产品电商直播的实践探索  

Practical Exploration of E-commerce Live Broadcasting of Zhangzhou Agricultural Products under the Background of Rural Revitalization

作　　者：陈妙香[1] 梁振东 CHEN Miaoxiang;LIANG Zhendong(Department of Economic Management, Zhangzhou Institute of Technology, Zhangzhou 363000;Business School, Minnan Normal University, Zhangzhou 363000)

机构地区：[1]漳州职业技术学院经济管理系,福建漳州363000 [2]闽南师范大学商学院,福建漳州363000

出　　处：《常州工学院学报》2022年第1期63-67,99,共6页Journal of Changzhou Institute of Technology

基　　金：福建省中青年教师教育科研项目(JAT201271);漳州市社科联课题(〔2021〕5号)。

摘　　要：党的十九大报告提出,要把农业、农村、农民的发展问题作为全党工作的重中之重。在全国大力实施乡村振兴战略以及新媒体高速发展的背景下,电商直播成为农产品销售的新业态。根据漳州发展规划,农产品电商直播是漳州乡村振兴战略“产业兴旺”的一个重要手段。文章通过对当前漳州农产品电商直播实践现状的梳理,分析了漳州农产品电商直播中存在的问题,并提出解决这些问题的对策建议,旨在利用电商直播,充分发挥漳州农业、农产品优势,加强农村电商基础设施建设,培育新农人,提升农产品质量,打造农产品品牌,助力农产品电商直播长效健康发展,提高农民收入,促进乡村经济发展,实现乡村振兴。The report of the 19 th CPC National Congress proposed that the development of agriculture and rural farmers should be the top priority in the work of the whole Party. Under the background of the vigorous implementation of the rural revitalization strategy all over the country and the rapid development of new media, e-commerce live broadcasting has become a new form of the sales of agricultural products. According to the development plan of Zhangzhou, e-commerce live broadcasting of agricultural products is an important means of “industrial prosperity” in Zhangzhou's rural revitalization strategy. First, the current practice status of the e-commerce live broadcasting of agricultural products in Zhangzhou is sorted out, and then the existing problems are analyzed, and countermeasures and suggestions to solve these problems are also put forward, which aims to make use of e-commerce live broadcasting to give full play to the advantages of Zhangzhou's agricultural products, strengthen the construction of rural e-commerce infrastructure, cultivate new farmers, improve the quality of agricultural products, build agricultural product brands, help the long-term healthy development of the e-commerce live broadcasting of agricultural products and improve farmers' income so as to promote rural economic development and realize rural revitalization.

关 键 词：乡村振兴 漳州农产品 电商直播 实践探索 

分 类 号：F322[经济管理—产业经济]