数商兴农背景下黑龙江农产品电商直播AISAS模式研究  

Study on AISAS Model of Heilongjiang Agricultural Products E-commerce Live Broadcast Under the Background of Agricultural Development by the Digital Economy and E-commerce

作　　者：李朵 刘科文 张泽宇 LI Duo;LIU Kewen;ZHANG Zeyu

机构地区：[1]哈尔滨商业大学计算机与信息工程学院,黑龙江哈尔滨150028

出　　处：《商业经济》2024年第3期6-8,96,共4页Business & Economy

基　　金：哈尔滨商业大学大学生创新创业训练计划项目:农场云送(202210240193);哈尔滨商业大学博士科研启动项目:基于商业生态系统的电子商务大数据服务模式研究(2019DS034)。

摘　　要：电商直播的蓬勃发展,为农产品营销带来新的生机与活力,不仅有效破解农民卖难问题,而且赋予乡村振兴新动能、新内涵,成为“数商兴农”的有效手段。直播作为移动互联网时代最直接的销售方式和体验方式,对农产品营销产生深刻影响。基于AISAS模型,分析黑龙江省农产品营销现状,结合“人、货、场”三大直播要素,围绕中小农户,提出农产品直播借助打造人设丰富内容、发掘黑龙江资源优势优化内容、重视农产品直播过程监管和提升服务水平、打造特色黑龙江农产品品牌的营销策略,并给出做好黑龙江省农产品安全把关、建立黑龙江农产品品牌体系和农产品电商直播信息服务平台等相应建议。The vigorous development of e-commerce live broadcast has brought new vitality to the marketing of agricultural products,which not only effectively solves the difficult of farmers sales,but also gives new momentum and new connotation to rural revitalization,and becomes an effective means of agricultural development by the digital economy and e-commerce.As the most direct way of sales and experience in the mobile Internet era,live broadcast has a profound impact on agricultural product marketing.Based on AISAS model,the marketing status of agricultural products in Heilongjiang Province was analyzed,and combined with the three live broadcast elements of"people,goods and place",centering on small and medium-sized farmers,the marketing strategy of lives broadcast agricultural products was proposed by creating rich content of people,exploring resource advantages in Heilongjiang and optimizing content,paying attention to the supervision and improving service level,and building characteristic Heilongjiang agricultural products brands.The study also gives some suggestions on the safety control of agricultural products,the establishment of the brand system of agricultural products and the live broadcast information service platform of agricultural products e-commerce.

关 键 词：农产品 电商直播 AISAS模型 

分 类 号：F323.7[经济管理—产业经济]