摘要
随着数字经济的迅猛发展,电商直播已成为农产品创新营销的主流方式。其直观性、互动性与即时性的特点,有效提升了消费者的购买意愿。本研究以电商直播为背景,系统剖析了农产品营销面临的三大困境:直播内容创新不足、主播素质参差不齐;品牌营销意识薄弱、售后服务机制不完善;行业乱象频发、监管体系不健全。在此基础上,本文提出针对性优化策略,以期为推动我国农产品电商直播营销产业的健康发展、助力乡村振兴提供有力支撑。
With the rapid development of the digital economy,e-commerce live streaming has become the mainstream method for innovative marketing of agricultural products.Its characteristics of intuitiveness,interactivity,and immediacy have effectively enhanced consumers'purchasing intentions.This paper,taking e-commerce live streaming as the background,systematically analyzes the three major predicaments faced by agricultural product marketing:insufficient innovation in live-streaming content and uneven quality of live streamers;weak brand marketing awareness and imperfect after-sales service mechanisms;frequent industry chaos and an incomplete regulatory system.On this basis,the paper proposes targeted optimization strategies,aiming to provide strong support for the healthy development of China’s agricultural product livestream e-commerce industry and to contribute to the advancement of rural revitalization.
作者
朱艳慈
冯之坦
Zhu Yanci;Feng Zhitan(Nantong Open University,Nantong,Jiangsu 226019)
出处
《中国商论》
2025年第14期121-124,共4页
China Journal of Commerce
基金
江苏高校哲学社会科学研究项目(2023SJYB1708)。
关键词
农产品
电商直播
数字经济
农业创新
产品营销
agricultural products
e-commerce live streaming
digital economy
agricultural innovation
product marketing
