大学生创业特色农产品经营思路研究  

Research on the Management of Agricultural Products with Entrepreneurial Characteristics of College Students from the Perspective

作　　者：沈杨 SHEN Yang(Hefei University,Hefei Anhui 230601)

机构地区：[1]合肥学院,安徽合肥230601

出　　处：《山东农业工程学院学报》2023年第2期62-67,共6页The Journal of Shandong Agriculture and Engineering University

基　　金：安徽省2020社会科学创新发展研究课题“人水和谐、城湖共生”视域下的环巢湖魅力审视与提升研究(2020CX132)。

摘　　要：鼓励大学生深入乡村开展创业活动,不仅能够缓解紧张的社会就业压力,同时也为乡村经济建设提供大量高素质人才。与乡村居民相比,大学生眼界开阔,思维活跃,能够灵活运用信息技术以及电商平台,在经营特色农产品方面具有很大优势。因此,研究人员基于大学生创业视角,系统梳理大学生参与特色农产品营销总体思路。在分析乡村振兴背景下大学生创业机遇与挑战的前提下,从特色农产品直播带货视角思考渠道整合策略,并基于AIDA模型优化特色农产品销售策略。以期为促进乡村经济发展,实现乡村振兴目标提供帮助。Encouraging college students to go deep into the countryside to carry out entrepreneurial activities can not only ease the tense social employment pressure, but also provide a large number of high-quality talents for rural economic construction. Compared with rural residents, college students have broad vision,active thinking, flexible use of information technology and e-commerce platform, and have great advantages in operating characteristic agricultural products. Therefore, based on the perspective of college students’ entrepreneurship, the researchers systematically combed the general idea of college students’ participation in the marketing of characteristic agricultural products. On the premise of analyzing the opportunities and challenges of college students’ entrepreneurship in the context of rural revitalization, the channel integration strategy is considered from the perspective of live broadcast of featured agricultural products, and the sales strategy of featured agricultural products is optimized based on AIDA model. With a view to promoting the development of rural economy and achieving the goal of rural revitalization.

关 键 词：乡村振兴 大学生创业 特色农产品经营 

分 类 号：F320[经济管理—产业经济]