摘要
直播电商在打通农产品上行销路、创造农户增收等方面发挥着重要作用。本文首先阐述直播电商为农产品营销模式优化提供的契机,认为"互联网+农产品销售"深度融合,农产品网络销售额逐年上升,直播电商成为农产品营销模式优化的新引擎。然后,分析直播电商赋能下农产品营销的运作流程、模式以及存在的问题。最后,本文提出建立和完善网络直播长效监管机制、保障农产品质量与培育特色品牌、改进农产品直播电商供应链系统、开展内容差异化营销等方面的建议。
Live broadcast e-commerce has played an important role in opening up the up-market of agricultural products and creating more income for farmers.This article starts with elaborating on the opportunities provided by live broadcast e-commerce for the optimization of agricultural product marketing models,analyzes the operational processes,models and existing problems of agricultural product marketing under the empowerment of live broadcast e-commerce,and proposes to establish and improve a long-term monitoring mechanism for webcast to ensure the quality and Countermeasures and suggestions on cultivating brands,improving the live broadcast e-commerce supply chain system of agricultural products,and developing content marketing.
出处
《价格理论与实践》
北大核心
2021年第2期119-122,共4页
Price:Theory & Practice
基金
国家自然科学基金资助项目(41601118)
关键词
直播电商
农产品
互联网+农产品
营销模式
live e-commerce
agricultural products
internet+agricultural products
marketing model
