乡村振兴战略下直播助农问题及对策研究
Research on the Problems and Countermeasures of Helping Farmers by Live Streaming under the Rural Revitalization Strategy作者机构：贵州大学公共管理学院贵州 贵阳
出 版 物：《电子商务评论》 (E-Commerce Letters)
年 卷 期：2024年第13卷第3期
页 面：9085-9095页
学科分类：120301[管理学-农业经济管理] 12[管理学] 1203[管理学-农林经济管理]
摘 要：直播助农是农产品的新型营销模式,不仅突破了农产品营销的时空阈值,还推动了农村产业转型升级与发展,成为乡村振兴的强力“助推剂。文章以电商直播助农为研究对象,对直播助农的可能性、难为性及可行性进行系统性分析。研究发现,电商直播助农在国家政策支持、互联网普及应用与农村基础设施改善的条件下,具有可能性。然而,在乡村振兴战略下直播助农在产品质量、品牌文化、产品营销、市场监管、人才供给、技术发展、主体协同等方面仍存在问题,成为直播助农的难点。据此,需要从农产品、产业链、助农模式三方面入手,找寻直播助农可持续发展路径,为直播助农提供可行性,推进农业农村现代化。Helping farmers by live streaming is a new marketing model of agricultural products, which not only breaks through the space-time threshold of agricultural products marketing, but also promotes the transformation and upgrading of rural industries and development, and becomes a strong “booster for rural revitalization. This paper takes helping farmers by live streaming as the research object, and systematically analyzes the possibility, difficulty and feasibility of helping farmers by live streaming. The study found that it is possible for helping farmers by live streaming under the conditions of national policy support, Internet popularization and rural infrastructure improvement. However, under the rural revitalization strategy, there are still problems in product quality, brand culture, product marketing, market supervision, talent supply, technology development main, body coordination and other aspects, which has become the difficulty of helping farmers by live streaming. Therefore, it is necessary to start from the three aspects of agricultural products, industrial chain and agricultural assistance model to find the sustainable development path of helping farmers by live streaming, provide feasibility for helping farmers by live streaming, and promote agricultural and rural modernization.
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