摘要
随着短视频和直播平台的大众化,借助各大社交平台的优势,通过"短视频+网红+直播+电商"等组合形式进行农产品销售已成为一种新模式。网红与农产品结合的线上销售模式为农产品"走出去"开辟了新渠道,发掘了市场潜力,提升了农产品的市场销量。本文首先分析了网红经济对农产品线上销售的促进作用,在此基础上,以"巧妇九妹"为例,对其成功因素进行了深入剖析,最后通过总结现阶段网红经济背景下农产品线上销售模式存在的问题,提出有效利用网红经济促进农产品线上销售的对策建议。
With the popularity of short video and live broadcast platforms,it has become a new model to sell agricultural products through the combination of"short video+internet celebrity+live broadcast+e-commerce"with the advantages of major social platforms.The online sales model of combining internet celebrities and agricultural products has opened up new channels for agricultural products to"go global",explored market potential,and increased the market sales of agricultural products.This article first analyzes the promotion effect of the internet celebrity economy on the agricultural online network sales.On this basis,taking"Qiao Fu Jiu Mei"as an example,it analyzes its success factors in depth.Finally,by summarizing the problems existing in the online sales model of agricultural products under the background of internet celebrity economy,it puts forward corresponding countermeasures and suggestions.
作者
郭娜
程祥芬
Guo Na;Cheng Xiangfen
出处
《价格理论与实践》
北大核心
2020年第4期124-127,共4页
Price:Theory & Practice
基金
2018年河北省社会科学基金年度项目“新时代河北省农村电子商务发展路径研究”(HB18YJ044)的研究成果。
关键词
网红经济
农产品销售
线上销售
internet celebrity economy
agricultural product sales
online sales
