乡村振兴背景下农产品“短视频 + 直播”营销策略

——以盱眙龙虾为例

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关键词乡村振兴；农产品营销;盱眙龙虾；短视频 + 直播

中图分类号S-9文献标识码A

文章编号 0517-6611（2025）14-0213-04

doi：10.3969/j.issn.0517-6611.2025.14.042

开放科学（资源服务）标识码（OSID）：

Marketing Strategy of“ Short Video + Live Broadcast” of Agricultural Products Under the Background of Rural RevitalizationTaking Xuyi Lobster as an Example

TAO Ya （Jinling Institute of Technology，Nanjing，Jiangsu 211169）

AbstractUnder the background of rural revitalization，the emerging Internet marketing model of“short video + live broadcast” is gradually becominganewtrendofagiculturalproductmarketing.TakingfamousagriculturalproductsXuyilobsterasanexample，tispaperexpounds the connotation and significance of marketing with“short video + live broadcast”of agricultural products，elaborates the existing problems and causes，and finally builds marketing strategy with“short video + live broadcast”of agricultural products under the background of rural revitalization.

KeyWordsRural revitalization;Agricultural product marketing;Xuyi lobster;Short video + livestream

在当前乡村振兴战略的背景下，互联网技术的飞速进步推动了农产品“短视频 + 直播”营销成为市场的新宠[1]，该模式为销售农产品提供了便捷通道，然而，这一创新营销方式尚处于起步阶段，诸多问题如农村基础设施建设滞后、平台监管力度不足、从业者道德约束缺失以及消费者权益保护等，亟须寻找解决途径。（剩余7391字）