小农户直播电商的PEST与SWOT分析

PEST and SWOT Analysis of Live Broadcast E-commerce of Average Farmers

小农户经营在当前以及未来一段较长时间内仍然是农业经济的主要经营方式,随着全国数字乡村发展战略的推进,小农户直播电商能否作为“互联网+农业”实施的重要组成部分值得研究。在人工智能、大数据和模式不断创新的电子商务环境下,小农户直播电商面临着重要发展节点,也存在一系列难以逾越的障碍,用PEST法分析小农户经营直播电商所处政策、经济、社会和技术环境问题,并嵌入SWOT态势法,分析小农户播电商所具备优势以及缺陷,在此基础上提出相应的改善策略建议。

The production of average farmer households is still the main mode in the agricultural economy at present and for a long period of time in the future.With the advancement of digital village strategy and the diversified changes in the current e-commerce model,the average farmers live broadcast e-commerce is facing development opportunities,and there are also a series of problems.The PEST method is used to analyze the policy,economic,social and technical environmental issues of the farmers operating live e-commerce,and the SWOT method is used to analyze the farmers situation,whose advantages and disadvantages of live broadcast e-commerce,and finally corresponding strategy suggestions are proposed.