摘要
对农产品电商直播发展的优势、劣势、机会、威胁进行研究后发现:农产品电商直播在与消费者互动、提供购物体验、构建品牌形象等方面具有优势,但在资源成本、信任度、直播时间、技术设备等方面存在劣势;在市场需求增加、农村电商迎来密集政策的支持下,虽然存在竞争激烈、技术人才短缺等威胁,但机遇仍然多于挑战。由此提出农产品电商直播助农发展的对策建议:提升电商直播的内容质量、提高农产品的品质和包装品质、拓展销售渠道、提高物流配送效率,从而提高农产品的附加值和市场竞争力,促进农民增收和乡村振兴。
The advantages,disadvantages,opportunities and threats of the livestreaming marketing of agricultural products are discussed.It is found that the livestreaming marketing of agricultural products has advantages in interacting with consumers,providing shopping experience,building brand image,etc.,but has disadvantages in resource cost,trust,livestreaming time,technical equipment,etc.With the support of increasing market demand and intensive policies for rural e-commerce,although there are threats such as fierce competition and shortage of technical talents,opportunities still outweigh challenges.Accordingly,it is needed to improve the quality of livestreaming content,products and packaging.Besides,the efficiency of logistics distribution should be promoted.
作者
陈莉
孟洁
CHEN Li;MENG Jie(Business School,Jiangsu Vocational College of Finance and Accounting,Lianyungang 222061,China;School of Innovation and Entrepreneurship Education,Liaodong University,Dandong 118003,China)
出处
《辽东学院学报（社会科学版）》
2023年第6期45-49,共5页
Journal of Liaodong University：Social Science Edition
基金
连云港市社会科学基金项目:“连云港特色农产品电商直播助农的调研及对策研究”(22LKT0057)。
关键词
农产品
电商直播
SWOT分析
助农扶贫
agricultural products
livestreaming marketing
SWOT analysis
helping agriculture and alleviating poverty
