乡村振兴战略下农产品电商直播的策略研究

随着电商模式的不断创新,农村电商助力乡村振兴发挥了重要作用。农产品直播有效地推进了农村经济的快速发展。通过电商直播农民可以节省开店成本,快速获客,客源来自全国各地,从根本上解决了信息不对称以及顾客对货源不信任的问题。但电商直播在为农村经济注入新力量的同时,也出现了不少问题。其中包括农产品质量参差不齐,缺乏品牌特色,直播平台回购率较低,平台保证体系不完善,带货主播欠缺专业技能等。文章通过研究农产品直播的现状,找出电商直播助力乡村振兴中存在的问题,并提出相应解决策略。

With the continuous innovation of e-commerce model,rural e-commerce has played an important role in rural revitalization.The livestreaming about agricultural products has effectively promoted the rapid boost of the rural economy.Through e-commerce livestreaming,farmers can save the cost of opening stores,get customers quickly,and customers come from all over the country,which fundamentally solves the problems of information asymmetry and customers'mistrust of goods sources.However,while e-commerce live streaming injects new strength into the rural economy,there exist problems,including uneven quality of agricultural products,lack of brand characteristics,low repurchase rate of livestreaming platform,imperfect platform guarantee system,lack of professional skills and so on.Through the study of the current situation of livestreaming of agricultural products,this paper finds out the problems existing in the promotion of rural revitalization by e-commerce livestreaming,and puts forward the corresponding solutions.