“抖音短视频 直播带货”助农的营销现状分析及对策研究
Marketing Status Analysis and Countermeasure Research of “Douyin Short Video Live Broadcast with Goods” to Help Farmers

随着互联网技术的不断发展，抖音平台上利用短视频为农产品宣传引流，再通过直播带货助力农产品销售的营销方式凭借多种优势推动农产品营销，为乡村发展做出了令人惊叹的贡献。然而，在“短视频 直播带货”营销的发展过程中还存在许多问题，在一定程度上阻碍了此种营销方式对产品销售及行业发展的推进。因此，本文分析“短视频 直播带货”助农的营销现状并提出存在的问题，从而提供有效的对策建议，使得这种新型营销方式能够健康可持续地促进农产品销售，帮助行业发展。
With the continuous development of Internet technology, the marketing method of using short videos to publicize and divert agricultural products on the Tiktok platform, and then assisting the sales of agricultural products through live broadcasting, promotes the marketing of agricultural products with various advantages, and has made amazing contributions to rural development. Essence however, there are still many problems in the development process of “short video live broadcast goods” marketing, which has hindered the promotion of product sales and industry development to a certain extent. Therefore, this article analyzes the marketing status of “short videos live broadcast” to help farmers and puts forward existing problems, so as to provide effective countermeasures and suggestions, so that this new marketing method can healthy and sustainable agricultural product sales and help industry development.