摘要
Abstract
With the development of information technology,livestreaming e-commerce affects the sales of agricultural products and the agricultural economy.This study uses literature and case analysis methods to explore the mechanism and guarantee strategies for the upward movement of agricultural products.The results show that livestreaming e-commerce improves the sales efficiency and competitiveness of agricultural products and increases farmers'income through direct sales,branding,traffic aggregation,large-scale sales and supply chain optimization.However,there are problems such as information distortion,homogeneous competition,shortcomings in the logistics supply chain,and lagging policies and regulations,which hinder the sustainable development of agricultural products.Based on this,countermeasures such as establishing an integrity evaluation system,promoting brand and differentiated development,optimizing cold chain logistics and supply chains,improving policies and regulations,and strengthening supervision are proposed to help agricultural products move forward,agricultural industry upgrading and rural revitalization.关键词
直播电商/农产品上行/促进机制/阻碍机制/保障举措Key words
livestreaming e-commerce/agricultural products uplink/promotion mechanism/obstruction mechanism/safeguard measures分类
管理科学
