直播电商背景下地理标志农产品发展研究

Development of Agricultural Products of Geographical Indication in the Context of Live Streaming E-commerce

保护和发展地理标志农产品是推进农业生产和高质量发展的重要举措。直播电商作为电子商务的新模式,在内容的有趣性、互动的实时性和购物的体验性等方面具有较大的优势,已逐渐成为地理标志农产品上行的重要渠道。该文系统梳理直播电商助力地理标志农产品发展的相关政策和作用机理,立足于地理标志保护和直播电商发展现状的客观数据,在深入挖掘直播电商背景下地理标志农产品在发展中存在问题的基础上,提出直播电商促进地理标志农产品发展的路径。

The protection and development of agricultural products of geographical indications is an important measure to promote agricultural production and high-quality development.As a new mode of e-commerce,livestreaming e-commerce has great advantages in terms of interesting content,real-time interaction and shopping experience,and has gradually become an important channel for the uplink of agricultural products of geographical indications.This paper systematically introduces the relevant policies and mechanisms of livestreaming e-commerce to promote the development of geographical indication agricultural products,based on the objective data of geographical indication protection and the development status of livestreaming e-commerce.On the basis of in-depth excavation of the problems existing in the development of geographical indication agricultural products in the context of livestreaming e-commerce,this paper puts forward the path of livestreaming e-commerce to promote the development of agricultural products of geographical indications.