| 乡村振兴背景下农产品直播营销模式及其优化路径研究 |
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| 作者姓名： | 许晨烨 高星 孙新悦 |
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| 作者单位： | 河北经贸大学公共管理学院,河北经贸大学公共管理学院,河北经贸大学公共管理学院 |
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| 基金项目： | 大中学生科技创新能力培育专项乡村振兴背景下直播创业对农户收益影响(22E50089D)通讯 |
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| 摘 要： | 【目的】研究农产品直播营销模式及其优化路径，为农产品直播营销的应用和发展提供理论依据。【方法】从农产品直播营销模式的类型开始着手，采用文献研究法对农产品直播营销模式现状的相关资料进行整理分析。【结果】制约农产品直播营销可持续发展的主要因素为农产品供应基础服务设施不健全、农产品缺少品牌经营、农产品直播营销人才匮乏、农产品直播内容缺乏亮点四个方面。【结论】从完善农产品供应基础服务设施、打造优质农产品品牌、加大人才培养与专业团队建设、优化直播营销内容四个方面提出针对性优化策略，使农产品线上直播营销成为推进乡村振兴战略实施高效、有力的重要手段，对推动传统农业转型升级，促进农村现代化建设以及实施乡村振兴战略具有重要意义。
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| 关 键 词： | 直播营销模式 农产品 乡村振兴 制约因素 优化路径 |
| 收稿时间： | 2022/8/5 0:00:00 |
| 修稿时间： | 2022/8/11 0:00:00 |
Study on the Marketing Mode and Optimization Path of Live Broadcasting of Agricultural Products under the Background of Rural RevitalizationXu Chenye1, Sun Xinyue1, Gao Xing1,2,3 |
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| Abstract: | Live broadcast marketing of agricultural products is an important way to promote the transformation and upgrading of traditional agriculture, promote rural modernization and implement the strategy of rural revitalization. Starting from the advantages of agricultural products live marketing mode, this paper analyzed the current situation of agricultural products live with freight mode, and found out the important factors restricting the sustainable development of agricultural products live marketing. Finally, targeted optimization strategies were put forward from four aspects: improving the basic service facilities of agricultural products supply, creating high-quality agricultural products brands, increasing personnel training and professional team construction, and optimizing the content of live broadcast marketing, so as to provide reference for the application and development of live broadcast marketing, and make online live broadcast marketing of agricultural products become an effective and powerful means to promote the implementation of rural revitalization strategy. |
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| Keywords: | live marketing mode agricultural products rural revitalization constraints optimize the path |
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