Abstract
With the innovation of information technology and e-commerce model, live e-commerce meets the diversified needs of consumers and has become a new driving force for the growth of online consumption. In the 2020 novel coronavirus pneumonia outbreak and the decisive struggle against poverty, the direct broadcast of electric business has opened a convenient door for the sale of agricultural products. Direct broadcasting economy has promoted the development of rural economy, but there are also some problems. This paper analyzes the current situation of live broadcast sales of agricultural products and gives countermeasures to the problems. At present, with the continuous development of internet live broadcasting, various industries are trying to use live broadcasting for sales. For example, in the agricultural field, live broadcasting of agricultural products has become the main means of agricultural product marketing. During the live broadcast and delivery period, the diversity of live broadcast types ensures the delivery effect and increases the sales of agricultural products. However, the live broadcast of goods has also brought many problems, such as false publicity, data fraud, hidden gray industrial chain, difficulty in returning and exchanging goods, and other phenomena have also occurred many times, which has attracted the attention of all walks of life. Therefore, it is suggested that in the process of live broadcast sales of agricultural products, the anchor with goods should be encouraged to continuously enhance their live broadcast ability, and try to adopt diversified live broadcast modes for live broadcast with goods. In addition, it is also necessary to do a good job in the supervision and management of webcast. It is suggested that the relevant departments should establish a perfect supervision and management system for live broadcasting of commodities, and investigate and deal with all kinds of bad and illegal behaviors according to the law.
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