电商直播推动乡村农产品上行的问题及策略外文翻译资料

本 科 生 毕 业 论 文

外文翻译

（ 2021 届）

摘要：从精准扶贫的角度，在分析农村经济发展的优势和特点的基础上发展农村电子商务，提出了农村电子商务精准扶贫的策略，可以为农村电子商务的发展提供借鉴。随着农产品网上销售市场的不断壮大，与之相适应的是农产品网上销售市场网络营销的需求持续增长。直播营销模式在众多营销模式中脱颖而出，农产品网络营销模式以其独特的优势，表现出极大的优势和发展潜力。目前，我国农产品直播营销模式仍处于探索阶段，还存在许多问题。通过对这些问题的深入分析实现农产品现场营销模式的持续健康发展对我们来说意义重大。

关键词：精准扶贫；电商；电商直播；农产品直播营销模式

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Keywords: Targeted poverty alleviation; e-commerce; e-commerce live; agricultural products live marketing mode

From the perspective of targeted poverty alleviation, the paper analyzes the advantages and characteristics of rural economic development, and develops rural e-commerce, and puts forward the strategy of precision poverty alleviation of rural e-commerce, which can provide reference for the development of rural e-commerce. With the continuous growth of the online marketing market of agricultural products, the demand of online marketing of agricultural products is growing. The direct broadcast marketing mode stands out in many marketing modes. The agricultural product network marketing mode has great advantages and development potential with its unique advantages. At present, the mode of direct marketing of agricultural products in China is still in the exploration stage, and there are still many problems. Through the in-depth analysis of these problems, it is of great significance to realize the sustainable and healthy development of agricultural product marketing mode.

引用文献一：

外文文献题目（中文翻译）：

农产品电子商务快速发展背景下的直播营销管理研究

原文作者 Zhuo, YANG. 单位 Sichuan Agriculture University

2农产品现场营销的机遇

2.1农产品市场需求继续扩大

市场对农产品营销模式创新有着强烈的需求。随着现代农业的发展，农产品的产量和质量不断提高，随着国际农产品贸易的影响，农产品市场竞争日益激烈。同时，居民收入继续增长，消费能力进一步增强。居民改善生活质量的愿望越来越高，消费者对农产品的要求也越来越高。在这种情况下，一个好的农产品品牌能够获得更高的市场接受度，市场占有率和品牌竞争力更强。因此，市场需求扩大了。通过良好的营销方法加快农产品品牌建设，提高农产品质量，从而扩大市场覆盖面，提高市场竞争力。

2.2农产品消费格局逐步转变

网上购物比传统的购买农产品的方式更方便快捷，随着移动互联网和智能手机普及率的提高，消费者接入的主要方式也越来越多，农产品销售信息正在悄然发生变化。丰富的电子商务平台提供消费者的农产品种类繁多。当消费者浏览产品时他可以把自己喜欢的农产品添加到购物车里，而且方便完成订货、结算、付款的全过程。同时，发展电子商务物流可以为消费者提供相对于指定区域的农产品。

3农产品现场营销模式发展中存在的问题

3.1农产品交易诚信问题频发

农产品质量安全一直是消费者关注的重点。虽然农产品实时营销比一般营销更生动直观在电子商务营销中，消费者获取农产品信息的渠道仍然有限与线下直购相比，这可能导致农产品出现质量问题，在购买过程中。农产品直播是一个新生事物，有许多不合理的市场行为。相关法律法规未及时完善，而商家的失信成本远远低于欺骗消费者的利益。一些商家在现场营销中利用了双方的不对称信息制造不公平交易的过程。消费者没有足够的时间、精力或能力仔细鉴别实时销售的农产品，容易买到劣质或劣质产品甚至假冒农产品。信贷问题的增加将扰乱正常的市场秩序，破坏了市场的整体公信力，增加了实时交易的道德风险最终严重损害农民和消费者的合法权益。从长远来看，这将对这种模式的发展产生非常负面的影响。

3.2农产品品牌特征不突出

随着农产品、市场实时营销模式的不断发展，竞争日趋激烈。同时，随着人民生活水平的提高购买力与消费观念的提升农产品，除了考虑质量和价格，产品品牌已逐渐成为人们关注的重要因素。只要价格是对的，消费者往往选择大品牌或更具特色的农产品，在一定程度上加剧农产品品牌竞争。目前，大部分农产品尚未形成其自身独特的品牌竞争优势，产品没有明显的特点，品牌效应弱，品牌溢价低。可以预见，在未来农产品直播。优质特色农产品将成为直播市场的明星。

3.3农业直播行业优秀人才短缺

农产品直播作为一种新兴的营销模式，正在迅速发展，而人才需求也非常旺盛。然而，直播行业却难以招聘到能够满足相关要求的人才，造成人力资源缺口较大。原因如下：一方面农业在主体中处于弱势地位电子商务行业，很难吸引其他行业的营销人才。另一方面一方面，从事传统农业生产销售环节的人相对有限文化水平和经验，学习新事物和接受新想法的能力也不高。因为缺乏了解诸如在线营销和网络广播等新概念，以及缺乏必要网络营销理念与营销技巧，不能很好地参与到网上农产品营销。农产品在线营销模式是系统工程，需要多种人才进行沟通与合作。每个链接离不开人才的支持。人才匮乏必然阻碍网络的发展农产品销售模式。

3.4鲜活农产品物流体系建设落后

水果、肉类、水产品等鲜活农产品在农产品实时销售中占很大比例。这些产品是易腐和可降解的，需要一个良好的物流系统。同时，通过直播购买农产品的消费者大多是年轻人，他们比中老年消费者更注重消费体验和服务质量，对农产品的新鲜度和交货期要求更高。然而，目前冷链物流基础设施建设相对落后。冷藏车、保鲜容器等鲜活农产品储运设施相对不足，不能满足配送需要。在流通过程中，农产品的包装还没有得到足够的重视。包装简单随意，不同类型的农产品包装方式不合适，造成农产品运输损失较大。此外，配送量、配送地点、配送时间等物流信息缺乏合理规划，造成部分配送资源闲置，物流成本增加。落后的物流体系已不能满足日益增长的鲜活农产品配送需求。

外文文献出处：Zhuo, YANG. Research on live broadcast marketing management under the background of rapid development of agricultural products e-commerce[C]// 第四届国际现代管理、教育技术和社会科学国际学术会议.2019

附外文文献原文

2. Opportunities for live marketing of agricultural products

2.1 Marketing demand for agricultural products continues to expand

With the development of modern agriculture, the output and quality of agricultural products continueto increase, and with the influence of international agricultural trade, the market competition ofChinese agricultural products is becoming increasingly fierce. At the same time, residents incomescontinue to grow and their spending power is further strengthened. Residents desire to improve theirquality of life is growing stronger and consumers are increasingly demanding agricultural products.Under this circumstance, a good brand of agricultural products can gain higher market acceptance andstronger brand competitiveness. As a result, market demand has expanded. Through good marketingmethods, we can accelerate the construction of agricultural product brands and increase productvisibility. Thereby expanding market coverage and increasing market competitiveness. Therefore, themarket has a strong demand for agricultural product marketing model innovation.

2.2 The pattern of consumption of agricultural products has gradually changed

With the increase in mobile Internet and smartphone penetration, the main way consumers accessagricultural product sales information is quietly changing. The rich e-commerce platform providesconsumers with a wide range of agricultural products. When the consumer browses the productinformation, he can add the favorite agricultural products to the shopping cart, and convenientlycomplete the whole process of ordering, settlement and payment. At the same time, developede-commerce logistics can provide agricultural products relative to designated areas of consumers

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本 科 生 毕 业 论 文

外文翻译

（ 2021 届）

电商直播推动乡村农产品上行的问题及策略

引用文献一：

2. Opportunities for live marketing of agricultural products

2.1 Marketing demand for agricultural products continues to expand

With the development of modern agriculture, the output and quality of agricultural products continueto increase, and with the influence of international agricultural trade, the market competition ofChinese agricultural products is becoming increasingly fierce. At the same time, residents incomescontinue to grow and their spending power is further strengthened. Residents desire to improve theirquality of life is growing stronger and consumers are increasingly demanding agricultural products.Under this circumstance, a good brand of agricultural products can gain higher market acceptance andstronger brand competitiveness. As a result, market demand has expanded. Through good marketingmethods, we can accelerate the construction of agricultural product brands and increase productvisibility. Thereby expanding market coverage and increasing market competitiveness. Therefore, themarket has a strong demand for agricultural product marketing model innovation.

2.2 The pattern of consumption of agricultural products has gradually changed

With the increase in mobile Internet and smartphone penetration, the main way consumers accessagricultural product sales information is quietly changing. The rich e-commerce platform providesconsumers with a wide range of agricultural products. When the consumer browses the productinformation, he can add the favorite agricultural products to the shopping cart, and convenientlycomplete the whole process of ordering, settlement and payment. At the same time, developede-commerce logistics can provide agricultural products relative to designated areas of consumers.Online shopping is more convenient and faster than traditional methods of purchasing agricultural products. This way of consuming agricultural products is favored by more and more consumers.Therefore, the online marketing of agricultural products has a huge space for development.

3. Problems existing in the development of live marketing mode of agricultural products

3.1 Agricultural products trading integrity problems occur frequently

The quality and safety of agricultural products has always been a major concern for consumers.Although real-time marketing of agricultural products is more vivid and intuitive than generale-commerce marketing, consumers access to agricultural product information is still limitedcompared to offline direct purchases, which may lead to quality problems in agricultural productsduring the purchase process. The live broadcast of agricultural products is a new thing, and there aremany unreasonable market behaviors. Relevant laws and regulations have not been perfected in time,and the cost of breach of trust by businesses is far lower than the benefit of deceiving consumers.Therefore, some merchants use the asymmetric information of both parties in the live marketingprocess to create unfair transactions. Consumers do not have enough time, energy or ability tocarefully identify the agricultural products that are sold in real time, and it is easy to buy inferior oreven counterfeit agricultural products. The increase in credit problems will disrupt the normal marketorder, undermine the overall credibility of the market, increase the moral hazard of real-time tradingof agricultural products, and ultimately seriously damage the legitimate rights and interests ofconsumers. In the long run, it will have a very negative impact on the development of this model.

3.2 Brand characteristics of agricultural products are not prominent

With the continuous development of real-time marketing models for agricultural products, marketcompetition is becoming increasingly fierce. At the same time, with the improvement of peoplespurchasing power and the improvement of consumption concept, in the process of purchasingagricultural products, in addition to considering quality and price, product brand and characteristicshave gradually become an important factor of peoples attention. As long as the price is right,consumers often choose big brands or more distinctive agricultural products, which to some extentexacerbate the brand competition of agricultural products. At present, the homogenization ofagricultural products in on-site marketing is serious. Most agricultural products have not yet formedtheir own unique brand competitive advantages, the products have no obvious characteristics, thebrand effect is weak, and the brand premium is low. It is foreseeable that there will be polarization inthe live broadcast of agricultural products in the future. High-quality specialty agricultural productswill become the star of the live broadcast market, and inferior and mediocre agricultural products willbe ignored by consumers until they exit the market.

3.3 There is a shortage of outstanding talents in the agricultural live broadcasting industry

As an emerging marketing model, the live broadcast of agricultural products is developing rapidly,and the demand for talents is also very strong. However, It is difficult for the live broadcast industryto recruit talents who can meet the relevant requirements, res

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