乡村振兴下直播带货助农的可持续发展研究

Study on sustainable development of direct broadcasting with goods to help agriculture under rural revitalization

直播带货作为农村电商发展的新风口,已成为产业扶贫生态链的助推手和农业经济发展的新动能。直播“火热”的背后是更多聚焦感情牌、政策牌、补贴牌和低价牌,缺乏可持续竞争力。文章从可持续性发展视角分析直播带货助农面临农产品种类单一、标准化程度不高,直播企业专业化程度不高,直播供应链体系不完善,直播监管力度不足和直播销售人才欠缺等制约因素,提出了实施激励农产品转型升级、精细化直播过程管理、完善网络直播供应链体系、推进直播行业有效规范监管、加快直播销售人才培养等发展建议。

As a new outlet for the development of rural e-commerce,live broadcasting with goods has become a promoter of the industrial poverty alleviation ecological chain and a new driving force for the development of agricultural economy.Behind the“hot”live broadcast:more focus on emotion card,policy card,subsidy card and low price card,lack of sustainable competitiveness.From the perspective of sustainable development,this paper analyzes the constraints faced by direct broadcasting to help agriculture,such as single types of agricultural products,low degree of standardization,low degree of specialization of direct broadcasting enterprises,imperfect direct broadcasting supply chain system,insufficient direct broadcasting supervision and lack of direct broadcasting sales talents,and puts forward the implementation of incentive transformation and upgrading of agricultural products,refined direct broadcasting process management development suggestions such as improving the webcast supply chain system,promoting effective and standardized supervision of the webcast industry,and accelerating the training of webcast sales talents.