基于4I理论的农产品直播带货发展路径研究

Research on the development path of agricultural products live streaming e-commerce based on 4I theory

互联网时代,直播电商迅速发展,尤其是农产品的网络直播带货势如破竹,很大程度上解决了疫情期间农产品滞销的问题,为整个行业拓宽了营销渠道。但随着网络直播的发展,各种问题也暴露台前,如主播素质良莠不齐、直播内容缺乏创新、农产品品控不过关、供应链有待完善等。从人、货、场3个角度出发,分析农产品直播带货中存在的问题,并基于4I理论框架提出对策建议,期望促进农产品行业绿色健康发展。

With the rapid development of live streaming e-commerce in the Internet era,especially during the outbreak of COVID-19,online live streaming sales have experienced an unprecedented surge.Among them,live streaming sales of agricultural products have greatly solved the problem of agricultural product sales during the epidemic and expanded the marketing channels for the entire industry.However,with the development of online live streaming,various problems have also emerged,such as the uneven quality of anchors,lack of innovation in live streaming content,poor quality control of agricultural products,and the need for improvement in the supply chain.This article analyzes the existing problems in the live streaming e-commerce of agricultural products from three perspectives,that is,people,goods,and place,and proposes countermeasures and suggestions based on the 4I theory framework,hoping to promote the green and healthy development of the agricultural product industry.