乡村振兴下直播带货助农的可持续发展研究.pdfVIP

乡村振兴下直播带货助农的可持续发展研究

张竹心-雷金英V，欧诗洋1

(1.福建师范大学协和学院，福建福州350117；2.现代物业管理研究中心，福建福州350117)

摘要：直播带货作为农村电商发展的新风口，已成为产业扶贫生态链的助推手和农业经济发展的新动能。直播“火热”的

背后是更多聚焦感情牌、政策牌、补贴牌和低价牌,缺乏可持续竞争力。文章从可持续性发展视角分析直播带货助农面临农产品

种类单一、标准化程度不高，直播企业专业化程度不高，直播供应链体系不完善，直播监管力度不足和直播销售人才欠缺等制约

因素，提出了实施激励农产品转型升级、精细化直播过程管理、完善网络直播供应链体系、推进直播行业有效规范监管、加快直播

销售人才培养等发展建议。

关键词：乡村振兴；直播带货；制约因素；可持续发展

中图分类号：F713.36文标识码：A文章编号：1008-4428(2021)79-0096-03

Slud\onsustainablede\el()pmenlofdirectbroadcastingwithgoodslo

helpagricultureunderruralrevitalization

ZhangZhuxin1,LeiJinying1，2,OuShiyang1

(1.ConcordUniversityCollegeofFujianNormalUniversity,Fuzhou,Fujian,350117；

2.ModernPropertyManagementResearchCenter,Fuzhou,Fujian,350117)

Abstract:Asanewoutletforthedevelopmentofrurale-commerce,livebroadcastingwithgoodshasbecomeapromoteroftheindus­

trialpovertyalleviationecologicalchainandanewdrivingforceforthedevelopmentofagriculturaleconomy.Behindthe“hot”livebroad­

cast:morefocusonemotioncard,policycard,subsidycardandlowpricecard,lackofsustainablecompetitiveness.Fromtheperspectiveof

sustainabledevelopment,thispaperanalyzestheconstraintsfacedbydirectbroadcastingtohelpagriculture,suchassingletypesofagricul­

turalproducts,lowdegreeofstandardization,lowdegreeofspecializationofdirectbroadcastingenterprises,imperfectdirectbroadcasting

supplychainsystem,insufficientdirectbroadcastingsupervisionandlackofdirectbroadcastingsalestalents,andputsforwardtheimple­

mentationofincentivetransformationandupgradingofagriculturalproducts,refineddirectbroadcastingprocessmanagementdevelopment

suggestionssuchasimprovingthewebcastsupplychainsyst