乡村振兴背景下短视频带货助农发展的挑战与路径研究

Research on the Challenges and Pathways of Short Video Sales to Assist Agricultural Development in the Context of Rural Revitalization

二十大召开之后,乡村振兴开展得如火如荼。作为乡村振兴五大核心之一的产业振兴,在如今短视频带货的扶持下发展得越来越好。三农类博主越来越多,他们凭借勤劳朴素的农民特质,通过拍摄农村生活的短视频涨粉,进而直播带货并且变现,推动了农村经济的增长,实现了农村产业结构的升级。但是在产品质量、电商人才、物流运输等方面仍然存在问题。因此对这三个问题进行分析,并以此探寻优化路径,助农增收,对实现乡村振兴战略具有重要价值。

After the 20th National Congress, rural revitalization has been in full swing. As one of the five core areas of rural revitalization, industrial revitalization is developing better and better with the support of short video sales nowadays. There are more and more bloggers specializing in agriculture, rural areas, and farmers. With their hardworking and simple farmer characteristics, they have gained followers by shooting short videos of rural life, and then live streaming to promote sales and monetize, promoting rural economic growth and achieving the upgrading of rural industrial structure. However, there are still problems in terms of product quality, e-commerce talent, logistics and transportation. Therefore, analyzing these three issues and exploring optimized path to help farmers increase their income is of great value for achieving the rural revitalization strategy.