乡村振兴视域下“直播+公益”助农新模式探析

Analysis of New Model of"Live Streaming+Public Welfare"Supporting Farmers and Agriculture in Rural Revitalization

乡村振兴视域下,“直播+公益”作为一种助农新模式,已经成为推动农村实体经济发展的重要力量,就“直播+公益”助农的现状来看,有主流媒体的牵头,地方政府的大力推广以及头号主播的积极推动。但鉴于“直播+公益”助农仍然属于新兴事物,其在实践中依然存在农产品质量难以得到保障、农产品同质化现象较为严重、“直播+公益”助农产业链不成熟以及直播队伍的素质稍显欠缺等问题,影响了消费者对“直播+公益”助农模式的信任,阻碍了农产品的销售,不利于乡村振兴目标的实现。因此,严格把好直播农产品的质量关、加强对农产品特色品牌建设、打造“直播+公益”助农一体化链条以及加大对公益直播队伍的培养就显得尤为重要。

From the perspective of rural revitalization,"live streaming+public welfare",as a new model of supporting farmers and agriculture,has become an important driving force to promote the development of rural real economy.In terms of the current situation of"live streaming+public welfare",it is led by mainstream media,vigorously promoted by local governments,and actively promoted by top anchors.However,in view of the fact that the"live streaming+public welfare"supporting farmers and agriculture is still a new thing,there are still problems in practice,such as the difficulty in ensuring the quality of agricultural products,the serious homogenization of agricultural products,the immature agricultural industry chain of"live streaming+public welfare"assistance,and the slight lack of quality of the live streaming team,which affect consumers'trust in"live streaming+public welfare"supporting farmers and agriculture,hinder the sales of agricultural products,and is not conducive to the realization of the goal of rural revitalization.Therefore,we should strictly control the quality of live streaming agricultural products,strengthen the construction of characteristic brands of agricultural products,create an integrated chain of"live streaming+public welfare"to support farmers and agriculture,and enhance the training of"live streaming+public welfare"team.