直播带货助农模式在乡村振兴中的应用探究

An Exploration on the Application of the Mode of Live Streaming E-commerce to Support Farmers and Agriculture in Rural Revitalization

数字乡村建设背景下,当前直播带货助农已经成为推动三农发展的新举措、新方式。直播带货助农模式有助于转为主动营销形式,巩固脱贫攻坚成果,传递绿色生态理念,实现乡村振兴战略目标。因此,应认知直播带货助农的内涵和优势,通过保障农产品质量,树立品牌形象、注重直播过程管理,提升运营能力、完善助农供应链,加强信息化建设、规范直播带货行业,构建监督机制、培养网络直播人才,提高直播质量等策略,规范直播带货助农模式,拓展农副产品的营销路径。

Under the background of digital rural construction,the current live streaming e-commerce to support farmers and agriculture has become a new measure and a new way to promote the development of agriculture,rural areas and farmers.This mode will help to turn it into an active marketing form,consolidate the achievements of poverty alleviation,pass on the concept of green ecology,and achieve the strategic goal of rural revitalization.Therefore,we should recognize the connotation and advantages of live streaming e-commerce to support farmers and agriculture,standardize its mode and expand the marketing path of agricultural and sideline products by such strategies as ensuring the quality of agricultural products and establishing a brand image;paying attention to the management of live stream process and improving the operational capacity;improving the supply chain of agricultural assistance and strengthening information construction;standardizing the live streaming sales industry and building a supervision mechanism;cultivating online live streaming talents and improving the quality of live streaming e-commerce,etc.