乡村振兴背景下直播带货发展路径与优化模式探析

• 作者： 黎瑞珍 ¹
• 作者单位：
  1.  华南师范大学 国际商学院
• 提交时间：2024-09-13

摘要: 随着信息技术和数字经济的蓬勃发展，直播带货作为乡村振兴的重要切入口，在推进农产品销售、农民增收致富和农村产业结构升级方面发挥着不可或缺的作用。但随着市场竞争愈发激烈，乡村振兴战略下的直播带货出现了增速放缓、同质化严重和低质充斥等现象。本文将从内容营销角度出发，剖析直播带货中品牌意识缺失、文化内容单薄和直播体系混乱的现存困境，并针对性地结合农户、平台与政府三大主体，探究直播带货发展路径与优化模式，助推乡村振兴直播带货系统化构建和乡村业态焕新。

Abstract: With the rapid development of information technology and the digital economy, livestream shopping has become an important entry point for rural revitalization, playing an indispensable role in promoting the sales of agricultural products, increasing the income of farmers, and upgrading the rural industrial structure. However, as market competition becomes increasingly fi erce, livestream shopping under the rural revitalization strategy has shown signs of slowing growth, severe homogenization, and an infl ux of low-quality products. This paper starts from the perspective of content marketing to analyze the existing dilemmas in livestream shopping, such as the lack of brand awareness, inadequate cultural content, and chaotic live streaming mechanisms. It also explores the development path and optimization model of livestream shopping in a targeted manner, combining farmers, platforms, and the government, to promote the systematic construction of the livestream shopping mechanisms under rural revitalization and the revitalization of rural business forms.

• 分类： 农林经济管理 >> 农业经济管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第12期
• 引用： PSSXiv:202409.00911 (或此版本 PSSXiv:202409.00911V1)
  DOI:10.12451/202409.00911
  CSTR:32012.36.PSSXiv.202409.00911
• 推荐引用方式： 黎瑞珍.乡村振兴背景下直播带货发展路径与优化模式探析.中国商论,2024(12).[PSSXiv:202409.00911V1] (点此复制)