乡村振兴背景下“短视频+直播”农产品营销路径研究  

Research on the Marketing Path of Agricultural Products by the Short Online Video and Live Streaming Under the Background of Rural Revitalization

作　　者：吕宏晶[1] 孙明凯[1] LV Hongjing;SUN Mingkai(Liaoning Mechanical&Electrical College of Technology,Dandong 118009,China)

机构地区：[1]辽宁机电职业技术学院,辽宁丹东118009

出　　处：《辽宁农业职业技术学院学报》2025年第2期25-29,共5页Journal of Liaoning Agricultural Technical College

基　　金：2022年辽宁省职业技术教育学会科研规划项目(LZY22219);辽宁机电职业技术学院2023年院教研课题(JYLX2023018)。

摘　　要：基于乡村全面振兴和短视频、直播与电商加速融合的现实,分析了“短视频+直播”农产品营销的应用优势和存在的主要问题,提出“短视频+直播”农产品营销路径:选择适合的农产品“短视频+直播”营销平台;打造农产品品牌或IP品牌形象;创新农产品营销手段;加强农产品质量监管和售后服务;培育“短视频+直播”农产品营销人才。Based on the reality of comprehensive rural revitalization and the accelerated integration of the short online video,live streaming and e-commerce,the application advantages and main problems of agricultural product marketing by the short online video and live streaming are analyzed,and the path of agricultural product marketing by the short online video and live streaming are put forward:selecting the appropriate platform of agricultural product marketing by the short online video and live streaming;build-ing agricultural product brand or IP brand image;innovating means of agricultural product marketing;strengthening the quality su-pervision and after-sales service of agricultural products;cultivating talents of agricultural product marketing by the short online vid-eo and live streaming.

关 键 词：乡村振兴 短视频 直播 农产品营销 

分 类 号：F724.6[经济管理—产业经济] F323