5G时代下，短视频促进了互联网 + 卖货的迅猛发展，不仅如此，越来越多的农户加入到直播带货的队伍中来。然而，在直播带货过程中，直播间冷清，短视频内容杂乱低俗，直播虚假宣传等问题也随之而来。针对这些问题，本文以抖音平台为例，分析了其原因，并提出了提高主播直播能力，发与直播内容垂直的短视频，向抖音平台支付一定的“宣传费”，从国家监管层面，加大监管力度等对策建议，促进助农直播带货的可持续发展。
In the era of 5G, short videos have promoted the rapid development of selling goods in internet plus. Not only that, more and more farmers have joined the live broadcast team. However, in the process of live broadcast, the live broadcast room is deserted, the short video content is messy and vulgar, and the live broadcast false propaganda and other problems also follow. In view of these problems, this paper takes Tik Tok platform as an example, analyzes the reasons, and puts forward some countermeasures and suggestions, such as improving the live broadcast ability of the anchor, sending short videos perpendicular to the live broadcast content, paying a certain “publicity fee” to Tik Tok platform, and strengthening the supervision from the level of national supervision to promote the sustainable development of live broadcast for farmers.
