在乡村振兴战略的指引下,贵州大力发展农产品直播营销,借此推动农业产业升级,促进农民增收。当前,贵州农产品直播营销发展迅速,农户自播、企业直播等多元模式涌现,拓宽了销售渠道。本研究基于SICAS模型,设计调查问卷,运用SPSS26.0进行...在乡村振兴战略的指引下,贵州大力发展农产品直播营销,借此推动农业产业升级,促进农民增收。当前,贵州农产品直播营销发展迅速,农户自播、企业直播等多元模式涌现,拓宽了销售渠道。本研究基于SICAS模型,设计调查问卷,运用SPSS26.0进行分析发现直播在宣传不到位,互动阶段内容同质化各阶段出现系列问题。对此,研究提出针对性优化策略,全面助力贵州农产品直播营销高质量发展,推动乡村振兴落地见效。Under the guidance of the rural revitalization strategy, Guizhou has been vigorously developing the live marketing of agricultural products to promote the upgrading of the agricultural industry and increase farmers’ income. Currently, the live marketing of agricultural products in Guizhou is developing rapidly, with diverse models such as farmers’ self-live streaming and enterprise live streaming emerging, which have broadened the sales channels. Based on the SICAS model, this study designs a questionnaire and uses SPSS 26.0 for analysis. It is found that there are a series of problems at various stages of live streaming, such as inadequate promotion and homogeneous content during the interaction stage. In response to this, the study puts forward targeted optimization strategies to comprehensively assist the high-quality development of the live marketing of Guizhou agricultural products and promote the effective implementation of rural revitalization.展开更多
文摘在乡村振兴战略的指引下,贵州大力发展农产品直播营销,借此推动农业产业升级,促进农民增收。当前,贵州农产品直播营销发展迅速,农户自播、企业直播等多元模式涌现,拓宽了销售渠道。本研究基于SICAS模型,设计调查问卷,运用SPSS26.0进行分析发现直播在宣传不到位,互动阶段内容同质化各阶段出现系列问题。对此,研究提出针对性优化策略,全面助力贵州农产品直播营销高质量发展,推动乡村振兴落地见效。Under the guidance of the rural revitalization strategy, Guizhou has been vigorously developing the live marketing of agricultural products to promote the upgrading of the agricultural industry and increase farmers’ income. Currently, the live marketing of agricultural products in Guizhou is developing rapidly, with diverse models such as farmers’ self-live streaming and enterprise live streaming emerging, which have broadened the sales channels. Based on the SICAS model, this study designs a questionnaire and uses SPSS 26.0 for analysis. It is found that there are a series of problems at various stages of live streaming, such as inadequate promotion and homogeneous content during the interaction stage. In response to this, the study puts forward targeted optimization strategies to comprehensively assist the high-quality development of the live marketing of Guizhou agricultural products and promote the effective implementation of rural revitalization.
