摘要
农产品电商直播作为一种新型销售模式,已成为拓宽农产品销售渠道,推动农业产业升级,助力乡村振兴的重要抓手。目前,农产品电商直播在直播平台、直播主体、农产品生产、农产品销售等方面取得了一定成绩,但在农产品供给、标准化生产、品牌建设、专业人才、物流运输等方面仍存在诸多问题。为更好地服务乡村振兴战略,需要从促进经营主体规模化发展,规范平台和主播销售行为,强化农产品标准化生产加工,提升品控和售后服务水平,打造自主品牌及提升其品牌价值,补齐专业人才短板,提升物流运输保障能力等方面探索优化策略。
As a new sales model,the live streaming of agricultural-products through e-commerce has become an important means to broaden the agricultural-products sales channels,promote the upgrading of agriculture and drive the rural revitalization.Based on the existing research results related to e-commerce live streaming,this paper summarizes the development status and achievement of the live streaming e-commerce of agricultural-products from the aspects of live streaming platform,live streaming subject,agricultural-products production and sales,etc.From the aspects of agricultural-product supply,standard production,brand building,professional talents,cold chain logistics,etc.,this paper deeply analyzes the main problems existing in the development of agricultural-products e-commerce live streaming under the rural revitalization strategy.Finally,specific optimization strategies are put forward from the aspects of promoting the large-scale development of business entities,standardizing the platform and the hosts’sales behaviors,strengthening the standardized production and processing of agricultural-products,improving the quality control and after-sale service level,creating an independent brand to enhance the brand value,complementing the weaknesses of professional talents,and improving the logistics and transportation security capabilities.
作者
杭菊
HANG Ju(Wuxi Vocational Institute of Commerce,Wuxi,Jiangsu,China,214153)
出处
《广东开放大学学报》
2022年第6期99-104,共6页
JOURNAL OF GUANGDONG OPEN UNIVERSITY
基金
2021年度江苏省高校哲学社会科学研究一般项目“乡村振兴战略下农产品电商直播营销策略研究”(2021SJA0940)
2021年江苏省高等教育教改研究立项课题一般项目“新商科视域下商科类高职院校‘五位一体’创新创业教育体系探索与研究”(21SJGKT08)。
关键词
电商直播
农产品
乡村振兴
优化策略
live streaming
agricultural products
rural revitalization
optimizing strategy
