“数商兴农”背景下海南农产品电商直播发展策略探究

Research on the Development Strategy of Hainan Agricultural Product E-commerce Live Streaming under the Background of"Rural Revitalization via Digital Commerce"

近年来,“数商兴农”成为推动农业现代化的关键举措。海南农产品电商直播发展所需的基础配套设施设备需要进一步完善,海南的本土主播面临着粉丝基础扩大、市场定位精准化及提升销售技巧等方面的挑战,电商直播的运营能力亟须增强。为促进“数商兴农”背景下海南农产品电商直播的发展,提升海南农产品的流通效率,本文认为应从以下四方面入手:完善电商直播配套设施,优化海南农产品电商直播数字化基础设施;政府加强对海南农产品的电商直播监管,确保市场秩序和维护消费者的权益;提升海南农产品电商直播运营水平,以实现数字商务助力农业发展;提升海南农产品电商直播从业人员的专业水平,为“数商兴农”提供人才保障,仅供参考。

In recent years,"rural revitalization via digital commerce"has frequently appeared in government documents,becoming a key initiative to promote the modernization of agriculture.However,infrastructure facilities and equipment for the development of agricultural product e-commerce live streaming in Hainan need to be further improved.Hainan's local live-streaming anchors face the challenges of expanding follower bases,more precise market positioning,and improving sales skills.Their e-commerce live operation capacity needs to be enhanced.In order to eff ectively promote the development of e-commerce live streaming for Hainan's agricultural products in the context of"rural revitalization via digital commerce",to enhance the circulation effi ciency of Hainan's agricultural products,it is advised to start from the following four aspects:to improve the e-commerce live streaming supporting facilities,optimize the digital infrastructure of Hainan agricultural product e-commerce live streaming;the government should strengthen the regulation on the e-commerce live streaming of Hainan's agricultural products to ensure market order and safeguard the rights and interests of consumers;enhance the operation of such e-commerce live streaming to support agricultural development through digital business;improve the professional level of Hainan agricultural e-commerce live streaming practitioners,ensure talent resources for"rural revitalization via digital commerce".