智慧农业导刊2025，Vol.5Issue(10)：14-17,4.DOI:10.20028/j.zhnydk.2025.10.004
乡村振兴背景下小微农产品企业直播电商存在的问题与对策研究
摘要
Abstract
Under the impetus of the Rural Revitalization Strategy,small and micro agricultural product enterprises have achieved new momentum for development through the live commerce model.This paper analyzes their current status,advantages,challenges,and issues,and proposes countermeasures and suggestions.It aims to provide theoretical and practical guidance for related enterprises and to assist in the implementation of the Rural Revitalization Strategy.Live commerce has advantages in expanding sales channels,enhancing consumer trust,and reducing marketing costs,but it also faces challenges such as a shortage of talent,weak supply chains,fierce market competition,and constraints from policies and regulations.Therefore,it is recommended that enterprises strengthen talent cultivation,optimize supply chains,achieve precise market positioning,enhance brand building,and communicate with the government to improve policies and regulations.关键词
小微农产品企业/直播电商/专业化人才/供应链/下沉市场Key words
small and micro agricultural product enterprise/live commerce/professional talent/supply chain/lower-tier market分类
管理科学引用本文复制引用
杨德磊..乡村振兴背景下小微农产品企业直播电商存在的问题与对策研究[J].智慧农业导刊,2025,5(10):14-17,4.基金项目
广西农业职业技术大学2022年教育教学研究课题项目(YJJ2230) （YJJ2230）
