数字经济背景下农产品直播电商营销策略探析
Analysis of the Marketing Strategy of Agricultural Products Live Broadcast E-Commerce under the Background of Digital Economy

在数字化发展和乡村振兴的双重背景下，直播带货销售受到了农户、直播平台、商家和消费者的广泛关注。在“直播经济”的背景下，网络直播能够有效地促进农产品销售，促进农村和城市之间的信息交流，实现农民的脱贫致富。然而当前直播助农仍存在基础与配套设施不健全、直播电商人才匮乏、农产品销售品牌化程度较低、农品营销缺乏价值链与产业链的延展等问题，未来需进一步完善数字化基础设施建设、加大直播人才引进和培养力度、建设农产品特有品牌、拓宽农产品的产业链和价值链。
Under the dual background of digital development and rural revitalization, live delivery sales have attracted wide attention from farmers, live broadcasting platforms, businesses, and consumers. In the context of “live broadcasting economy”, online live broadcasting can effectively promote the sales of agricultural products, promote information exchange between rural and urban areas, and help farmers rid of poverty and prosperity. But the current live help farmers still exist foundation and supporting facilities is not sound, live electricity talent shortage, low brand sales of agricultural products marketing, lack of value chain and industry chain extension, the future need to further improve the digital infrastructure construction, strengthen live talent introduction and training, the construction of agricultural products brand, broaden the industrial chain and value chain of agricultural products.