摘要
随着乡村振兴的全面推进,“短视频+直播”作为顺应时代发展的新媒介,为促进农产品销售创造了新机遇,并成为推动农村电商高质量发展的新工具。为了进一步明确我国农产品“短视频+直播”营销研究的热点与趋势,本文选取2016—2025年中国知网收录的样本文献1437篇,并运用CiteSpace文献计量分析工具,对研究机构、发文作者进行共线分析,发现机构间、作者间的合作关系呈现明显的离散性,对关键词进行聚类分析,探寻主题研究近十年的发展脉络,厘定“直播带货”“直播助农”“乡村振兴”“数字经济”“数商兴农”“营销策略”“购买意愿”“新农人”“农民主播”等高频词汇为研究热点。本文通过参阅大量节点性、突变性、核心性、高被引文献,进一步形成我国农产品“短视频+直播”营销研究的系列结论与展望。
With the comprehensive promotion of rural revitalization,short video plus live broadcast,as an emerging medium aligning with contemporary development,has opened new opportunities for enhancing agricultural product sales and has become a novel instrument to advance the high-quality growth of rural e-commerce.To further clarify the research hotspots and trends of short video and live broadcast marketing for agricultural products in China,this study selects 1,437 sample documents included in the China National Knowledge Infrastructure(CNKI)from 2016 to 2025 and utilizes CiteSpace bibliometric analysis tools for a collinear analysis of research institutions and authors.It revealed that the collaborative relationships between institutions and authors exhibit signifi cant dispersion.Cluster analyses of the keywords were performed to explore the developmental trajectory of thematic research over the last decade,identifying high-frequency words such as“live streaming with goods”,“live streaming to support farmers”,“rural revitalization”,“digital economy”,“digital commerce promoting agriculture”,“marketing strategy”,“purchase intention”,“new farmers”,and“farmer livestreamers”as research hotspots.By reviewing numerous node-specifi c,abrupt data-based,core,and highly cited literature,this study further formulates a series of conclusions and projections concerning the research on short video and live streaming marketing for agricultural products in China.
作者
李曦方
石金明
Li Xifang;Shi Jinming(Liaocheng Vocational and Technical College,Liaocheng,Shandong 252000;Shandong Normal University,Jinan,Shandong 250300)
出处
《中国商论》
2025年第13期69-73,共5页
China Journal of Commerce
基金
2025年山东省人文社科课题一般项目“大健康产业视域下“聊城新三宝”品牌价值链重构与数字营销创新研究”阶段性成果。
关键词
农产品
直播
短视频
营销
CITESPACE
农村电商
agricultural products
live streaming
short video
marketing
CiteSpace
rural e-commerce
作者简介
李曦方(1986-),男,汉族,山东聊城人,讲师,硕士,研究方向:区域经济学、农产品短视频营销;石金明(1995-),男,汉族,山东高密人,博士,研究方向:产业经济学、农产品国际贸易。
