新冠疫情对农产品直播带货行业发展影响的研究  

Research on the Impact of COVID-19 on the Development of the Live Broadcast Industry of Agricultural Products

作　　者：孙鲁家 徐慧娇 李树超[1] SUN Lu-jia;XU Hui-jiao;LI Shu-chao(School of Economics and Management(School of Cooperative), Qingdao Agricultural University, Qingdao 266109, China)

机构地区：[1]青岛农业大学经济管理学院(合作社学院),山东青岛266109

出　　处：《青岛农业大学学报（社会科学版）》2022年第2期53-57,共5页Journal of Qingdao Agricultural University(Social Science)

基　　金：2021年度青岛市水利移民科技下乡服务(0656-2040H000272);山东省玉米产业技术体系产业经济岗位SDAIT-02-13(2021—2025)。

摘　　要：通过收集数据并运用综合分析的方法就农产品“直播带货”在新冠疫情不同发展阶段中的相关问题进行分析,并基于此从强化政企合作、加强农产品供应链管理、坚持走品牌化发展道路、培育引进数字人才、加强行业审查监管五个方面提出针对性建议。以促进疫情防控常态化下农产品直播带货行业的持续健康发展,进一步提高农民收入,为乡村振兴注入活力。Through data collection and comprehensive analysis,this paper analyzes the related problems of COVID-19's“live goods”in different stages of development of COVID-19,and based on this,puts forward specific suggestions from five aspects:strengthening cooperation between government and enterprises,strengthening the supply chain management of agricultural products,adhering to the brand development path,cultivating digital talents,and strengthening the examination and supervision of industries.In order to promote the sustained and healthy development of the live broadcasting and delivery industry of agricultural products under the normalization of epidemic prevention and control,further improve farmers'income and inject vitality into rural revitalization.

关 键 词：农产品销售 直播带货 网络营销 新冠疫情 

分 类 号：F324[经济管理—产业经济]