直播电商作为一种新兴的商业模式,为农产品销售和乡村振兴提供了新的思路和途径。本研究以南京市江宁区特色农产品直播电商为研究对象,分析了直播电商在助力农产品销售中的困境与突破路径。研究发现,江宁区在直播电商领域取得了一定成效...直播电商作为一种新兴的商业模式,为农产品销售和乡村振兴提供了新的思路和途径。本研究以南京市江宁区特色农产品直播电商为研究对象,分析了直播电商在助力农产品销售中的困境与突破路径。研究发现,江宁区在直播电商领域取得了一定成效,但面临品牌建设不足、供应链体系不完善、专业人才短缺等问题。通过构建线上线下融合的多渠道销售体系、完善供应链体系、深化品牌建设、强化人才培养等多元化策略,江宁区特色农产品直播电商在实践中取得了一定成效。未来,江宁区应继续探索直播电商与农业产业的深度融合,通过政策支持、技术创新、人才培养等手段,提升农产品品牌的市场竞争力和直播电商的可持续发展能力。研究结果表明,直播电商是推动农产品销售和乡村振兴的重要手段,但其发展需要多方面的支持和优化。Live-streaming e-commerce, as an emerging business model, provides new ideas and approaches for agricultural product sales and rural revitalization. This study focuses on the live-streaming e-commerce of specialty agricultural products in Jiangning District, Nanjing City, analyzing the dilemma and breakthrough paths of live-streaming e-commerce in promoting agricultural product sales. The research finds that while Jiangning District has achieved certain results in the field of live-streaming e-commerce, it still faces issues such as insufficient brand development, an incomplete supply chain system, and shortages of professional talent. By constructing an integrated online and offline multi-channel sales system, improving the supply chain system, deepening brand development, and strengthening talent cultivation, live-streaming e-commerce for specialty agricultural products in Jiangning District has achieved some practical results. In the future, Jiangning District should continue to explore the deep integration of live-streaming e-commerce and agricultural industries, and enhance the market competitiveness of agricultural product brands and the sustainable development capacity of live-streaming e-commerce through policy support, technological innovation, and talent development. The research results indicate that live-streaming e-commerce is an important means to promote agricultural product sales and rural revitalization, but its development requires support and optimization from multiple aspects.展开更多
中华老字号是指在历史中发展传承下来的产品、技艺和服务品牌,具有浓厚的传统文化内涵。随着品牌营销进入媒介化社交媒体时代,新兴品牌的疯狂冒头不断挤压老字号品牌的生存空间。很多传统老字号品牌由于无法及时顺应新媒体社会需求,转...中华老字号是指在历史中发展传承下来的产品、技艺和服务品牌,具有浓厚的传统文化内涵。随着品牌营销进入媒介化社交媒体时代,新兴品牌的疯狂冒头不断挤压老字号品牌的生存空间。很多传统老字号品牌由于无法及时顺应新媒体社会需求,转型尤为困难,甚至面临生存危机。绿柳居作为南京本地发展起来的老字号品牌,在近几年也积极寻求品牌数字化转型、活化、焕新,通过谋求多元化的媒介呈现手段取得了不错的成效。南京绿柳居在品牌转型中始终坚守“老字号”文化底蕴的同时,实现了品牌营销创新与品牌升级。本文将立足“绿柳居”品牌,分析其品牌转型策略,总结其先进经验,并为老字号品牌转型发展提出可行性建议,助力老字号品牌在新媒体时代的发展。Chinese time-honored brands refer to the products, skills and service brands developed in history, with strong traditional cultural connotations. As brand marketing enters the era of media social media, the crazy emergence of new brands continues to squeeze the living space of old brands. Because many traditional time-honored brands cannot meet the requirements of new media society in a timely manner, the transformation is particularly difficult and even faces a survival crisis. As a time-honored brand developed locally in Nanjing, LvLiuju is also actively pursuing brand transformation and renewal in recent years. By seeking diversified means of media presentation, good results have been achieved. Nanjing Lvliuju has always adhered to the time-honored cultural heritage in the brand transformation, but also achieved brand marketing innovation and brand upgrading. This paper will base on the Lvliuju brand, analyze its brand transformation strategy. Summarize its advanced experience, and put forward feasible suggestions for the transformation and development of time-honored brands. Help the development of time-honored brands in the new media era.展开更多
文摘直播电商作为一种新兴的商业模式,为农产品销售和乡村振兴提供了新的思路和途径。本研究以南京市江宁区特色农产品直播电商为研究对象,分析了直播电商在助力农产品销售中的困境与突破路径。研究发现,江宁区在直播电商领域取得了一定成效,但面临品牌建设不足、供应链体系不完善、专业人才短缺等问题。通过构建线上线下融合的多渠道销售体系、完善供应链体系、深化品牌建设、强化人才培养等多元化策略,江宁区特色农产品直播电商在实践中取得了一定成效。未来,江宁区应继续探索直播电商与农业产业的深度融合,通过政策支持、技术创新、人才培养等手段,提升农产品品牌的市场竞争力和直播电商的可持续发展能力。研究结果表明,直播电商是推动农产品销售和乡村振兴的重要手段,但其发展需要多方面的支持和优化。Live-streaming e-commerce, as an emerging business model, provides new ideas and approaches for agricultural product sales and rural revitalization. This study focuses on the live-streaming e-commerce of specialty agricultural products in Jiangning District, Nanjing City, analyzing the dilemma and breakthrough paths of live-streaming e-commerce in promoting agricultural product sales. The research finds that while Jiangning District has achieved certain results in the field of live-streaming e-commerce, it still faces issues such as insufficient brand development, an incomplete supply chain system, and shortages of professional talent. By constructing an integrated online and offline multi-channel sales system, improving the supply chain system, deepening brand development, and strengthening talent cultivation, live-streaming e-commerce for specialty agricultural products in Jiangning District has achieved some practical results. In the future, Jiangning District should continue to explore the deep integration of live-streaming e-commerce and agricultural industries, and enhance the market competitiveness of agricultural product brands and the sustainable development capacity of live-streaming e-commerce through policy support, technological innovation, and talent development. The research results indicate that live-streaming e-commerce is an important means to promote agricultural product sales and rural revitalization, but its development requires support and optimization from multiple aspects.
文摘中华老字号是指在历史中发展传承下来的产品、技艺和服务品牌,具有浓厚的传统文化内涵。随着品牌营销进入媒介化社交媒体时代,新兴品牌的疯狂冒头不断挤压老字号品牌的生存空间。很多传统老字号品牌由于无法及时顺应新媒体社会需求,转型尤为困难,甚至面临生存危机。绿柳居作为南京本地发展起来的老字号品牌,在近几年也积极寻求品牌数字化转型、活化、焕新,通过谋求多元化的媒介呈现手段取得了不错的成效。南京绿柳居在品牌转型中始终坚守“老字号”文化底蕴的同时,实现了品牌营销创新与品牌升级。本文将立足“绿柳居”品牌,分析其品牌转型策略,总结其先进经验,并为老字号品牌转型发展提出可行性建议,助力老字号品牌在新媒体时代的发展。Chinese time-honored brands refer to the products, skills and service brands developed in history, with strong traditional cultural connotations. As brand marketing enters the era of media social media, the crazy emergence of new brands continues to squeeze the living space of old brands. Because many traditional time-honored brands cannot meet the requirements of new media society in a timely manner, the transformation is particularly difficult and even faces a survival crisis. As a time-honored brand developed locally in Nanjing, LvLiuju is also actively pursuing brand transformation and renewal in recent years. By seeking diversified means of media presentation, good results have been achieved. Nanjing Lvliuju has always adhered to the time-honored cultural heritage in the brand transformation, but also achieved brand marketing innovation and brand upgrading. This paper will base on the Lvliuju brand, analyze its brand transformation strategy. Summarize its advanced experience, and put forward feasible suggestions for the transformation and development of time-honored brands. Help the development of time-honored brands in the new media era.
