直播电商平台推动农产品销售升级及促农增收效果研究  

Research on the Eff ectiveness of Live-streaming E-commerce Platforms in Promoting the Upgrading of Sales of Agricultural Products and Increasing Farmers’Income

作　　者：蓝新波[1] 赵建保[1] 李冬睿[1] LAN Xinbo;ZHAO Jianbao;LI Dongrui(Guangdong AIB Polytechnic Guangzhou,Guangdong 510507)

机构地区：[1]广东农工商职业技术学院,广东广州510507

出　　处：《中国商论》2023年第14期45-48,共4页China Journal of Commerce

基　　金：广东省教育厅2020年普通高校重点科研项目--乡村振兴视域下农村网络直播电商平台建设与应用研究(2020ZDZX1065);2022年广东省普通高校重点领域专项(自然科学)--基于深度学习的甘蔗病害识别研究(2022ZDZX1063)。

摘　　要：近年来,随着经济社会的快速发展以及大众消费需求方式的转变,农产品销售以一种全新的形式--直播电商融入人们的生活。直播电商平台更好地解决了农产品销售问题,但在明星、网红等直播带货思潮的引领下,农产品销售的良好势头与促农增收效果在一定程度上有很大出入。本文基于乡村振兴战略视角,对当前直播电商平台推动农产品销售升级及促农增收效果进行研究,分析其产生偏差的原因,并提出促进农产品销售升级与促农增收效果协调发展机制,让乡村振兴在直播电商平台的推动下实现高质量发展。In recent years,with the rapid development of the economy and society,the ways of public consumption demands have changed,and the sales of agricultural products have entered people’s lives in a new form,live-streaming e-commerce.Live-streaming e-commerce platforms have solved the sales of agricultural products,but the good momentum of sales of agricultural products and the effect of increasing farmers’income are to a certain extent different led by stars,Internet celebrities,and other fads of live-streaming we-commerce.From the perspective of the strategy of rural revitalization,this paper studies live-streaming e-commerce platforms to promote the upgrading of agricultural product sales and the effect of increasing farmers’income,analyzes the reasons for the differences,and proposes mechanisms to promote the coordinated development of the upgrading of agricultural product sales and the effect of increasing farmers’income,so that the countryside can achieve high-quality development of rural revitalization under the promotion of live-streaming e-commerce platforms.

关 键 词：直播电商平台 农产品销售 促农增收 高质量发展 

分 类 号：F724.6[经济管理—产业经济]