乡村振兴战略下农产品电商直播现状及优化策略研究  

The Current Situation and Optimization Strategy of Agricultural-products E-commerce Live Streaming under the Rural Revitalization Strategy

作　　者：杭菊[1] HANG Ju(Wuxi Vocational Institute of Commerce,Wuxi,Jiangsu,China,214153)

机构地区：[1]无锡商业职业技术学院,江苏无锡214153

出　　处：《广东开放大学学报》2022年第6期99-104,共6页JOURNAL OF GUANGDONG OPEN UNIVERSITY

基　　金：2021年度江苏省高校哲学社会科学研究一般项目“乡村振兴战略下农产品电商直播营销策略研究”(2021SJA0940);2021年江苏省高等教育教改研究立项课题一般项目“新商科视域下商科类高职院校‘五位一体’创新创业教育体系探索与研究”(21SJGKT08)。

摘　　要：农产品电商直播作为一种新型销售模式,已成为拓宽农产品销售渠道,推动农业产业升级,助力乡村振兴的重要抓手。目前,农产品电商直播在直播平台、直播主体、农产品生产、农产品销售等方面取得了一定成绩,但在农产品供给、标准化生产、品牌建设、专业人才、物流运输等方面仍存在诸多问题。为更好地服务乡村振兴战略,需要从促进经营主体规模化发展,规范平台和主播销售行为,强化农产品标准化生产加工,提升品控和售后服务水平,打造自主品牌及提升其品牌价值,补齐专业人才短板,提升物流运输保障能力等方面探索优化策略。As a new sales model,the live streaming of agricultural-products through e-commerce has become an important means to broaden the agricultural-products sales channels,promote the upgrading of agriculture and drive the rural revitalization.Based on the existing research results related to e-commerce live streaming,this paper summarizes the development status and achievement of the live streaming e-commerce of agricultural-products from the aspects of live streaming platform,live streaming subject,agricultural-products production and sales,etc.From the aspects of agricultural-product supply,standard production,brand building,professional talents,cold chain logistics,etc.,this paper deeply analyzes the main problems existing in the development of agricultural-products e-commerce live streaming under the rural revitalization strategy.Finally,specific optimization strategies are put forward from the aspects of promoting the large-scale development of business entities,standardizing the platform and the hosts’sales behaviors,strengthening the standardized production and processing of agricultural-products,improving the quality control and after-sale service level,creating an independent brand to enhance the brand value,complementing the weaknesses of professional talents,and improving the logistics and transportation security capabilities.

关 键 词：电商直播 农产品 乡村振兴 优化策略 

分 类 号：F713.365[经济管理—产业经济]