乡村振兴背景下农产品电商直播营销策略研究.pdfVIP

山东农业工程学院学报 2022 年 第39卷 第9期 乡村振兴背景下农产品电商直播营销策略研究 刘琦,李百秀 (山东农业工程学院，山东 济 250100) 摘 要 ：党的十九大作出了实施乡村振兴战略的重大决策部署 ，为农村电商提供了全新的发展机 遇。新冠肺炎疫情以来，农产岛电商直播带货得到了迅猛发展,手机变为 “新农人 “的 “新农具” ，直播 带货成为 “新农活” ，成为乡村振兴中的一道新风景。针对当前农产品电商直播营销中存在的人才缺 乏、物流体系不完善、行业管理混乱和岛牌营销意识差等现实问题，通过增强农村电商直播的人才 培育、健全农村电商直播配套冷链设施、规范农村电商直播过程、挖掘各地资源建设农村电商品牌 等策略优化农产岛电商直播营销，助力乡村振兴。 关键词 ：乡村振兴；电商直播;农产品；营销策略 中图分类号:F320 文献标识码:A 文章编号:2095-7327 (2022) -09-0076-06 Research on the E-commerce Livestreaming Marketing Strategy of Agricultural Products under the Background of Rural Revitalization LIU Qi, LI Baixiu (Shandong Agriculture and Engineering University, Jinan Shandong 250100) Abstract： The 19th National Congress of the Communist Part of China made a major decision and deployment to implement the Rural Revitalization Strategy, providing a new development opportunit for rural e-commerce・ Since the outbreak of COVID-19, e-commerce live broadcasting of agricultural products has developed rapidly. Mobile phones have become 11 new farm tools** for new farmers, and live broadcasting with goods has become new farm work and a new landscape in Rural Revitalization. In view of the practical problems existing in the current e -commerce live broadcast marketing of agricultural products, such as lack of talents, imperfect logistics system, disordered industr management and poor brand marketing awareness, we will optimize the e-commerce live broadcast marketing of agricultural products and help the revitalization of the countryside b enhancing the talent cultivation of rural e -commerce live broadcast, improving the supporting cold chain facilities of rural e-commerce live broadcast, standardizing the process of ru