“直播+”模式下安徽省地理标志农产品的营销创新研究

Research on the Marketing Innovation of Agricultural Products with Geographical Indications in Anhui Province under the“Live Broadcast+”Mode

安徽省地理位置优越,农业资源丰富,造就了一批地理标志农产品。在互联网经济背景下,“直播+”模式下安徽省地理标志农产品暴露出内容同质化、地标品牌效应弱、直播营销人才良莠不齐、缺少行业规范、质量存在隐患等问题。因此,应树立创新意识和品牌意识,提高平台和产业契合度,培养直播专业人才、强化直播监管力度,以期实现地理标志农产品的创新性营销,为新时代安徽省地理标志农产品的传播提供决策参考,助推乡村振兴战略的实现。

Anhui province has superior geographical location and rich agricultural resources,which has created a number of geographical indication agricultural products.In the context of the Internet economy,the agricultural geographical indication agricultural products in Anhui Province under the“live broadcast+”mode have exposed such problems as the homogenization of content,the weak brand effect of landmarks,the uneven quality of live broadcast marketing personnel,the lack of industry standards,and hidden dangers in quality.Therefore,we should establish the awareness of innovation and brand,improve the compatibility between the platform and the industry,cultivate live broadcast professionals,and strengthen the supervision of live broadcast,in order to realize the innovative marketing of geographical indication agricultural products,provide decision-making reference for the dissemination of geographical indication agricultural products in Anhui Province in the new era,and promote the realization of rural revitalization strategy.