Study On Content Production Of Direct Broadcasting Of Agricultural Products In Guizhou

With the in-depth promotion of the rural revitalization strategy and the wide penetration of the network live broadcast technology,live broadcast with goods is gradually applied to the specific practice of rural revitalization strategy.According to the actual situation of the development of Guizhou's agricultural products,Guizhou Province actively makes use of various forms of live broadcast with goods such as "official live broadcast","net red broadcast" and "farmer live broadcast" to give full play to the dividends and advantages of live broadcast with goods and promote Guizhou's agricultural products out of the mountains.The dividends and advantages of live broadcast,to promote Guizhou agricultural products out of the mountains.On the one hand,it opens up the sales of Guizhou's agricultural products and provides new ideas to promote Guizhou's agricultural products out of the mountains;on the other hand,it promotes farmers to increase income and get rich,consolidates the results of poverty eradication,promoting the development of rural economy and rural industry provides a new engine and impetus for the implementation of rural revitalization.Guizhou agricultural products live broadcast has achieved remarkable results,but there are also many development difficulties.Taking the live broadcast of agricultural products in six cities(Guiyang City,Zunyi City,Liupanshui City,Anshun City,Bijie City,Tongren City)and three autonomous prefectures(Qiannan Prefecture,Qiandongnan Prefecture,Qianxinan Prefecture)in Guizhou Province as the specific research object,with the help of participatory observation method and case analysis method,taking the content production orientation,characteristics,content production mode and content production process of Guizhou agricultural products live broadcast as the breakthrough point,this paper discusses the content production subject,content production mode and content production scene of Guizhou agricultural production live broadcast.Through the analysis of the content production of Guizhou agricultural products live broadcast,it is found that the following problems exist in Guizhou agricultural products live broadcast: in the production subject,it relies too much on the authoritative endorsement of the official anchor;in the consumption scene,the construction of the consumption scene is too simple and arbitrary;in the development momentum,it relies heavily on the assistance of cooperative enterprises and helping cities;in the overall development profile,it has not formed a systematic and large-scale development for the time being.According to the problems of live broadcast of agricultural products in Guizhou,it is considered that the following four aspects can be optimized: first,strengthen the talent team of anchors,expand the reserve talent and get rid of the reliance on official anchors;second,improve the construction of consumption scenes and focus on scenario-based marketing;third,enhance the development momentum of live broadcast of agricultural products in Guizhou by creating local brands of agricultural products and increasing the support of funds and talents,and promote the normalized development of agricultural products in Guizhou Direct broadcast normalized development;fourth,strengthen the overall coordination and coordination of the overall development.