农产品直播营销助力乡村发展

Explore the Direct Broadcast Marketing of Agricultural Products to Help Rural Poverty Alleviation under the Development of New Media Platform

在农产品新媒体营销当中,直播类电商异军突起,基本已经成为解决当下农产品销路问题和促进乡村扶贫的有效手段之一。传统电商平台迅速转型升级,社交类电商强势介入,相互之间竞争激烈,出现了诸如网红直播、县长带货等农产品营销现象。为借助新媒体平台实施农产品直播营销,发展乡村经济,巩固精准扶贫成果,预防返贫和实现乡村振兴,应直接从新媒体直播在农产品营销扶贫中的发展条件着手,重点分析目前新媒体平台中农产品直播营销的现实困境,发现存在营销内容同质化显著、独立运行机制尚未形成、农产品品质难以保障和基础配套体系有待进一步完善等问题。为此文章从平台、农户和政府三方面提出了合理的直播营销策略。

In the new media marketing of agricultural products,live broadcast e-commerce has sprung up,which has basically become one of the key means to solve the problem of narrow sales of agricultural products and promote rural poverty alleviation.Traditional e-commerce platforms have been transformed and upgraded rapidly,social e-commerce has been strongly involved,and the competition between them is fierce.There have been agricultural product marketing phenomena such as online live broadcasting and county magistrate carrying goods.In order to implement the live broadcast marketing of agricultural products with the help of the new media platform,develop the rural economy,consolidate the achievements of targeted poverty alleviation,prevent poverty return and realize rural revitalization,we should directly start from the development conditions of the live broadcast of new media in the poverty alleviation of agricultural products marketing,focus on the analysis of the current practical difficulties of the live broadcast marketing of agricultural products in the new media platform,and find that there is significant homogenization of marketing content The independent operation mechanism has not been formed,the quality of agricultural products is difficult to guarantee and the basic supporting system is not perfect.Therefore,a reasonable live broadcast marketing strategy is put forward from the three aspects of platform,farmers and government.