农产品直播带货功能优化与发展策略研究——兼析农产品消费质量需求

Research on the Function Optimization and Development Strategy of Agricultural Products’ Live Commerce——Analysis on the Quality Demands of Agricultural Products Consumption

农产品直播带货丰富了农产品的展示,可以更好地满足消费质量需求。在新冠疫情防控期间,直播带货对于畅通农产品流通、提升农产品经营效益等起到积极作用。本文从消费感知、价格优势、内容生态与社交功能、精准营销与费用等方面分析农产品直播带货的功能,梳理存在的问题,分析当前对其监管要求。从提升质量、优化价格、平台结合、创新供应链、持续经营等方面提出相应的策略,注重农产品直播带货的治理,促进农产品直播带货的健康、持续发展。

The live commerce of agricultural products enriches the display of agricultural products and better satisfies the consumption quality demands. During the prevention and control of novel coronavirus pneumonia,the live commerce plays roles in promoting the circulation of agricultural products and improving the operational benefits. This paper analyzes the functions of the live commerce of agricultural products from the aspects of consumption perception, price advantage, content ecology and social function, precision marketing and cost. Based on the problems and management requirements, this paper puts forward strategies from the aspects of quality improvement, price optimization, platform combination, innovation of supply chain, sustainable operation and so on.The aim is to pay attention to the management and contribute to the healthy and sustainable development of the live commerce of agricultural products.