Research On "Live E-commerce + Poverty Alleviation" In Shanyang County Of Shanxi Province's Communication Strategys

Poverty is a worldwide problem,and anti-poverty is the common task of mankind.Since the 18 th National Congress of the Communist Party of China,China has made decisive progress in the fight against poverty,composed a brilliant chapter in the history of human anti-poverty,and set up a Chinese model in the world.With the advent of the "Internet plus" era,the poverty alleviation of the Internet has begun to rely on Internet thinking.The poverty alleviation of e-commerce has become an important part of our poverty alleviation policy.With the booming of the "live + business" mode,the mode of "direct seeding electricity providers + poverty alleviation" in poor areas has received a good social response.Especially during the period of epidemic prevention and control,many regions have combined e-commerce online shopping,e-commerce into rural areas,and supporting the development of poverty alleviation industries.Major platforms have also responded to the call of the state to help expand the sales of agricultural products in poor areas by means of "live broadcast + e-commerce".Taking Shanyang County of Shaanxi Province as an example,this paper studies the communication strategy of "live e-commerce + poverty alleviation" in Shanyang County,and finds that it has four main characteristics:breaking the serious and rigid official identity restriction,comprehensively promoting the live content with the product as the center,enriching the communication form with live as the main,and online and offline two-way publicity.At the same time,it also analyzes many supporting factors of "live e-commerce + poverty alleviation" in Shanyang County,and puts forward the experience of "live e-commerce + poverty alleviation" that can be used for reference by other poor counties in Northwest China,that is,to make full use of the Internet to create "IP" anchor;to take the road of being close to the people to establish emotional connection with users;to strengthen various support for the development of multi e-commerce;to create local characteristic products to shape the market Build regional brands.I hope that through the analysis of this case,we can provide reference for the "live +poverty alleviation" in relevant areas.