黑龙江省农产品直播带货发展现状及转型升级策略研究  

Research on development status and transformation and upgrading strategy of live streaming agricultural product in Heilongjiang

作　　者：尹莹 张若冰 陈佳楠 黄敬栩 吴思宇 YIN Ying;ZHANG Ruobing;CHEN Jianan;HUANG Jingxu;WU Siyu(School of Economics and Business Administration,Heilongjiang University,Harbin 150006,China)

机构地区：[1]黑龙江大学经济与工商管理学院,哈尔滨150006

出　　处：《计算机应用文摘》2024年第9期123-125,128,共4页Chinese Journal of Computer Application

基　　金：黑龙江大学省级大学生创新创业训练计划项目(S202310212056)。

摘　　要：当前,数字经济时代催生了直播带货这一新的销售业态,而乡村振兴战略的全面实施使农村经济发展的新业态及新模式不断涌现。其中,电商助农模式成为促进乡村经济发展效率提升的重要动力。农产品直播带货不仅影响着人们的购物方式,还对社会经济发展起到巨大的推动作用。通过建立AISAS模型,文章分析了大众消费者对黑龙江省农产品直播带货的态度、看法、认知与偏好等,从而得出相关结论,旨在探索黑龙江省农产品未来直播带货的转型升级趋势和前景方向,为现有的黑龙江省农产品直播带货行业相关从业者提供建议,具有广泛的社会意义。At present,the era of digital economy has spawned a new sales format of live streaming with goods.The comprehensive implementation of the rural revitalization strategy has led to the emergence of new forms and models of rural economic development,among which the mode of assisting agriculture by e-commerce has become an important driving force to improve the efficiency of rural economic development.Live delivery of agricultural products not only affects and changes the way people shop,but also plays a huge role in promoting social and economic development.Through the establishment of AISAS model,this paper analyzes the attitudes,views,cognition and preferences of mass consumers towards the livestream cargoes of agricultural products in Heilongjiang Province,and draws relevant conclusions,aiming to explore the transformation and upgrading trend and prospect direction of the future livestream cargoes of agricultural products in Heilongjiang Province,and provide suggestions for the existing stakeholders in the livestream cargoes industry of agricultural products in Heilongjiang Province.It has extensive social significance.

关 键 词：黑龙江省农产品 直播带货 发展现状 转型升级 

分 类 号：F724[经济管理—产业经济]