Research on the Live Broadcast Operation Strategy of Agricultural Products E-commerce

Abstract

With the national rural revitalization programme and the development of e-commerce in rural areas, live broadcast of agricultural products has bccome hotspots recently. Farmers hope to catch the express train of live broadcastm, sell agricultural products and broaden the road towards wealth. However, there are constraints on internalconditions and external environment on live streaming. That is, in terms of internal conditions, live broadcast of agricultural products is restricted by product attributes, live streaming talent and online netwok technology and operating experience. In terms of external environment, with the competition and reconstruction of the online live broadcast platforms in 2020, the threshold for live brodcast will be raised, and agricultural products are still unpopular in the live broadcast e-commerce industry. Live streaming of agricultural products is in those low-frequency items. The article proposes an operatoin strategy in the live broadcast for agricultural products of average farmer households based on SWOT analysis, and then proposes its implementation principle of minimizing constraint conditions + maximizing product value, which can help average farmers use e-commerce channels to operate a practicable livebroadcast.