Research On The Current Situation And Optimization Strategy Of Live Broadcasting Of Agricultural Products From The Perspective Of Communication

With the continuous development of Internet technologies such as big data,VR and 5g communication,as well as the popularity of mobile terminals,webcast has risen strongly in the Internet field in recent years.In the outbreak of live broadcasting,the live broadcasting of agricultural products,as one of the important contents,presents a new mode in the field of communication.Under the background of vigorously implementing the strategy of "Rural Revitalization",promoting the standardized development of live broadcasting of agricultural products has become the key content of national work.At the same time,due to the influence of COVID-19 and other factors,the direct marketing form of agricultural products caters to the needs of the sales market in time and is generally recognized by the society.In the national measures to win the battle against poverty,using e-commerce live broadcasting to help poor areas sell agricultural products has become an important means,and has achieved good results and opened sales channels.Live broadcasting with goods is gaining momentum and may become an important channel for domestic agricultural product sales in the future.To this end,the state has successively issued relevant policies to support and encourage the development of e-commerce platforms.In 2022,the CPC Central Committee clearly pointed out the need to implement the project of "revitalizing agriculture through digital commerce",promote e-commerce into the countryside,and promote the standardized and healthy development of live broadcasting and delivery of agricultural and sideline products.In this context,the research and analysis of the development strategy of live broadcasting of agricultural products has important theoretical and practical significance for promoting the implementation of Rural Revitalization Strategy.This paper takes the emerging economic model of live broadcasting of agricultural products as the research theme,and adopts the research methods of literature,case investigation and participatory observation.From the perspective of communication,this paper first analyzes the special function of live broadcasting of agricultural products and its significance to rural revitalization.Secondly,it discusses the reasons for the rapid development of live broadcasting of agricultural products under the special environment of the times.Finally,based on the analysis of the problems existing in the live broadcasting of agricultural products,this paper puts forward targeted development strategies.It is necessary to ensure product quality and strengthen industry supervision;Cultivate professional live broadcast talents of agricultural products and create characteristic IP;Establish and improve the direct broadcast marketing system of agricultural products and do a good job in the whole process of service;Innovate the live broadcast mode to meet the needs of the audience;Promote through all channels and do a good job in publicity and distribution;Use policy welfare to deepen emotional identity.So as to promote the sustainable development of live broadcasting and delivery of agricultural products and help rural revitalization.