“短视频+直播”电商背景下农产品营销路径研究  

Research on Marketing Path of Agricultural Products under the Background of“Short Video+Live Broadcast”E-commerce

作　　者：姜威威 薛永三[1] 李祥杰[1] JIANG Weiwei;XUE Yongsan;LI Xiangjie(Department of Information Engineering,Heilongjiang Vocational College of Agricultural Economics,Mudanjiang Heilongjiang 157041,China)

机构地区：[1]黑龙江农业经济职业学院信息工程系,黑龙江牡丹江157041

出　　处：《四川职业技术学院学报》2022年第6期91-94,共4页Journal of Sichuan Vocational and Technical College

基　　金：2020年度首批国家级职教团队课题研究项目“电子商务专业服务农村电商发展的研究与实践”(YB2020110103)。

摘　　要：随着5G时代的到来,“短视频+直播”电商模式已经越来越多的应用到农产品营销当中,不仅对农村产业升级、助力乡村振兴具有推动作用,同时能够帮助农民增收、促进返乡就业创业。“短视频+直播”电商背景下农产品营销具有诸多优势,针对其在快速发展的过程中面临的一些问题和挑战,提出相应的发展路径,多措并举推动“短视频+直播”电商农产品营销。With the arrival of 5G era,“short video+live broadcast”e-commerce mode is more and more applied into the marketing of agricultural products,which is not only upgrading agricultural industry,promoting rural revitalization,but also helping farmers to increase their income and promoting homecoming employment and entrepreneurship.Under the background of“short video+live broadcast”e-commerce,agricultural product marketing has many advantages,which faces some problems and challenges in the process of rapid development and puts forward corresponding development path.It provides multi-measures to promote the marketing of e-commerce agricultural products.

关 键 词：“短视频+直播”电商 农产品营销 乡村振兴 

分 类 号：F323[经济管理—产业经济] F724.6