乡村振兴背景下直播营销现状及对策研究  

Research on Current Situation and Countermeasures of Live Streaming Marketing under the Background of Rural Revitalization

作　　者：周惠娟[1] Zhou Huijuan(Huanggang Polytechnic College,Huanggang 438002 Hubei)

机构地区：[1]黄冈职业技术学院商学院,湖北黄冈438002

出　　处：《黄冈职业技术学院学报》2025年第1期71-75,共5页Journal of Huanggang Polytechnic

基　　金：中国高等职业教育研究会课题“乡村振兴背景下直播营销人才数智化能力培养研究”(2024ZJGB068);黄冈职业技术学院课题“大别山网红学院人才培养模式改革研究与实践”(2024C2041107)。

摘　　要：在乡村振兴战略推动下,直播营销成为助力农村发展的新途径。当前,农村电子商务发展迅猛,数字农产品展现新质生产力,直播电商成为农产品营销新方式,但存在产品质量参差不齐、品牌建设不足、直播营销人才匮乏等问题,针对这些问题,提出相应的对策,包括加强农产品品质管理以增加消费者信心、加强农产品品牌建设以提升产品竞争力、多元化培养直播营销人才以及培养农产品直播特色与创新能力。通过这些措施,可以有效地推动乡村经济发展,为乡村振兴战略的全面实施提供有力的人才支撑和产业支撑。Under the impetus of the rural revitalization strategy,live streaming marketing has emerged as a new avenue to boost rural development.Currently,rural e-commerce is developing rapidly,with digital agricultural products demonstrating new qualitative productivity.Live streaming e-commerce has become a new way of marketing agricultural products,but issues such as uneven product quality,inadequate brand building,and a shortage of live streaming marketing talents persist.In response to these problems,corresponding countermeasures are proposed,including strengthening the quality management of agricultural products to increase consumer confidence,enhancing the brand building of agricultural products to boost product competitiveness,diversifying the cultivation of live streaming marketing talents,and fostering the unique characteristics and innovation capabilities of agricultural product live streaming.Through these measures,the rural economy can be effectively promoted,providing strong talent and industrial support for the comprehensive implementation of the rural revitalization strategy.

关 键 词：乡村振兴 直播营销 数字农产品 人才培养 

分 类 号：F323.7[经济管理—产业经济]