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,农产品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、行业管理混乱和品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品电商直播营销,助力乡村振兴。
The 19th National Congress of the Communist Party of China made a major decision and deployment to implement the Rural Revitalization Strategy,providing a new development opportunity for rural e-commerce.Since the outbreak of COVID-19,e-commerce live broadcasting of agricultural products has developed rapidly.Mobile phones have become"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 industry 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 by 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 rural e-commerce live broadcast,excavating local resources and building rural e-commerce brands.
作者
刘琦
李百秀
LIU Qi;LI Baixiu(Shandong Agriculture and Engineering University,Jinan Shandong 250100)
出处
《山东农业工程学院学报》
2022年第9期76-81,共6页
The Journal of Shandong Agriculture and Engineering University
基金
2021年度乡村振兴校企协作科技攻关科研项目“企业产品营销策略优化路径研究”(sgyxqxz2021-07)。
关键词
乡村振兴
电商直播
农产品
营销策略
rural revitalization
e-commerce livestreaming
agricultural products
marketing strategy
