直播电商平台推动农产品销售升级及促农增收效果研究

Research on the Eff ectiveness of Live-streaming E-commerce Platforms in Promoting the Upgrading of Sales of Agricultural Products and Increasing Farmers’Income

近年来,随着经济社会的快速发展以及大众消费需求方式的转变,农产品销售以一种全新的形式--直播电商融入人们的生活。直播电商平台更好地解决了农产品销售问题,但在明星、网红等直播带货思潮的引领下,农产品销售的良好势头与促农增收效果在一定程度上有很大出入。本文基于乡村振兴战略视角,对当前直播电商平台推动农产品销售升级及促农增收效果进行研究,分析其产生偏差的原因,并提出促进农产品销售升级与促农增收效果协调发展机制,让乡村振兴在直播电商平台的推动下实现高质量发展。

In recent years,with the rapid development of the economy and society,the ways of public consumption demands have changed,and the sales of agricultural products have entered people’s lives in a new form,live-streaming e-commerce.Live-streaming e-commerce platforms have solved the sales of agricultural products,but the good momentum of sales of agricultural products and the effect of increasing farmers’income are to a certain extent different led by stars,Internet celebrities,and other fads of live-streaming we-commerce.From the perspective of the strategy of rural revitalization,this paper studies live-streaming e-commerce platforms to promote the upgrading of agricultural product sales and the effect of increasing farmers’income,analyzes the reasons for the differences,and proposes mechanisms to promote the coordinated development of the upgrading of agricultural product sales and the effect of increasing farmers’income,so that the countryside can achieve high-quality development of rural revitalization under the promotion of live-streaming e-commerce platforms.