农产品直播热潮下农民主播带货问题及策略研究

Research on the Problem and Strategy of Farmers’Anchor Delivering Goods under the Boom of Direct Seeding of Agricultural Products

新冠肺炎疫情催生了新的商业模式和业态,直播带货凭借其鲜明的特点比以往更加受到消费者的欢迎。农产品搭载直播这个平台,拉近了农民与市场的距离,让农村各类产品卖得更远、更好,农民主播应运而生、顺势而上,但是目前农民主播数量不多,素质良莠不齐,今后更长时间,还需要培养大量专业化、职业化、规范化的新型职业农民主播,为自己代言。介绍了农民主播的含义、特点,详述了农民主播的发展现状及存在的问题:缺乏专业的电商知识、营销知识和基本的直播职业道德。针对以上问题提出农产品直播热潮下农民主播带货策略:强调发挥政府、农民自身、直播电商平台和高职院校等多方的主体作用,通过协同机制来保证农产品质量和提高农民主播素质,进一步实现直播带货助农富裕的目的。

The COVID-19 has given birth to new business models and formats,and live delivery is more popular with consumers than ever because of its distinctive characteristics.The platform of live broadcast of agricultural products shortens the distance between farmers and the market,and makes all kinds of rural products sell more far and better.The farmer anchors emerged at the historic moment and took advantage of the trend.However,there are not many farmer anchors at present,and their quality is mixed.In the future,a large number of specialized,professional and standardized new professional farmer anchors need to be trained to speak for themselves.This paper introduces the meaning and characteristics of farmer anchors,and expounds the development status and existing problems of farmer anchors:lack of professional e-commerce knowledge,marketing knowledge and basic live broadcast professional ethics.In response to the above issues,this paper proposes a strategy for farmers’anchor to bring goods under the boom of live broadcast of agricultural products:Emphasizing the main role of the government,farmers themselves,live broadcast e-commerce platforms and vocational colleges,ensuring the quality of agricultural products and improving the quality of farmers’anchor through a collaborative mechanism,so as to further realize the goal of live broadcast to help farmers get rich with goods.