“直播带货”助力农产品上行

Live Delivery with Goods“Helps Agricultural Products Go up”

发达的网络技术在新冠肺炎疫防控期间发挥了巨大作用,形式多样的网络直播成为潮流,农产品直播带货成为农村经济增长的新动能。分析运用直播带货这一新型网络营销方式销售农产品的利弊,发现农产品直播带货中还存在夸大宣传,售后服务不到位;缺乏严格的监督机制;不自带流量,缺乏专业知识;网络、物流等基础设施不健全等问题。针对存在的问题,提出对产品质量严格把关,完善售后服务;建立严格的监督制度;提高流量转化率,培训专业直播人才;健全基础设施,完善供应链的对策建议,以期进一步优化农产品直播带货。

Developed network technology has played its huge advantages in the new crown pneumonia epidemic.Diversified forms of webcasting have become a trend,and live broadcast of agricultural products has become a new driving force for rural economic growth.This article analyzes the pros and cons of using live streaming to sell agricultural products,a new online marketing method,and finds that there are exaggerated publicity in the live streaming of agricultural products,and the after-sales service is not in place;it lacks a strict supervision mechanism;does not bring its own traffic and lacks professional knowledge;logistics and other infrastructure is not sound and other issues.In response to the existing problems,it is proposed to improve the after-sales service through strict product quality control;establish a strict supervision system;increase the traffic conversion rate and train professional live broadcast talents;improve the infrastructure and improve the supply chain countermeasures and suggestions to further optimize the agricultural live broadcast belt goods.