%0 Journal Article %T 农产品电商直播营销的发展现状与优化建议
Current Status and Optimization Suggestions for Agricultural Products E-Commerce Live Marketing %A 张琳 %J E-Commerce Letters %P 2875-2879 %@ 2168-5851 %D 2025 %I Hans Publishing %R 10.12677/ecl.2025.1451596 %X 共同富裕是中国特色社会主义的本质要求，是实现全体人民共享发展成果的最终目标。在这一背景下，近年来许多农产品的电商直播带货作为一种新型农村经济模式，就成为推动乡村振兴、缩小各地区城乡差距、实现共同富裕的重要方式。这篇文章首先从马克思主义共同富裕思想和中国特色社会主义共同富裕理论出发，通过对我国当前农村电商直播带货的现状进行分析，探讨其在主播群体、产品类型、销售模式等这些方面的发展情况，并揭示其在产品质量、主播素质、物流配送和精准营销等方面存在的问题。在此基础上，本文提出了类似提升产品质量与品牌建设、加强主播能力建设与内容创新、完善物流配送与售后服务体系等营销优化策略。最后，本文展望了共同富裕背景下农村电商直播带货的未来发展，强调政策支持、技术创新和社会协同的重要性。研究结论也表明，通过优化营销策略，农村电商直播带货能够有效提升农村经济发展水平，助力共同富裕目标的实现。
Common prosperity is a fundamental requirement of socialism with Chinese characteristics and represents the ultimate goal of ensuring that all people share in the benefits of development. In this context, e-commerce live streaming, particularly in the agricultural sector, has emerged in recent years as a novel rural economic model. It plays a crucial role in promoting rural revitalization, bridging the gap between urban and rural areas across different regions, and achieving common prosperity. This article begins with an exploration of the Marxist concept of common prosperity and its relevance to socialism with Chinese characteristics. It then analyzes the current state of rural e-commerce live streaming in China by examining various aspects such as the groups of anchors, types of products, and sales models. The analysis also uncovers several challenges, including issues with product quality, the capabilities of anchors, logistics and distribution, as well as targeted marketing. Building on this analysis, the paper proposes several optimization strategies for marketing. These include enhancing product quality and brand development, strengthening the capabilities of anchors through training and content innovation, and improving logistics and after-sales service systems. The paper looks ahead to the future of rural e-commerce live streaming in the context of common prosperity, highlighting the importance of policy support, technological innovation, and social collaboration. The study concludes that by optimizing marketing strategies, rural e-commerce live streaming can significantly boost rural economic development and contribute to the goal of common prosperity for all. %K 共同富裕， %K 乡村振兴， %K 优化建议， %K 电商直播
Commonwealth %K Rural Revitalization %K Optimization Suggestions %K E-Commerce Livestreaming %U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=116050