Research On The Problem Of Ive Broadcasting Of Agricultural Produces Led By The Government

Rural e-commerce is an emerging economic industry in rural areas.In recent years,with the support of national policies,it has developed rapidly.Live broadcast of agricultural products,as a new mode of poverty alleviation through e-commerce,relies on information technology and combines agricultural resources in rural areas to become an important link of agricultural development and provide a new opportunity for the victory of poverty alleviation.This paper takes the direct broadcast of agricultural products as the research entry point,combines the theory of agricultural management,and takes the direct broadcast of agricultural products led by the government of Yiyang County,Luoyang City,Henan Province as the research object.It conducts research on the influence of direct broadcast of agricultural products on agricultural development,and systematically analyzes the realization ways for the government to effectively guide direct broadcast of agricultural products and promote agricultural development.The article discusses the issues related to the live broadcast of agricultural products led by the government: First of all,defines the concept of rural electricity and government-led,and combining the theory of new public service theory,the network economy,the government role theory,analysis of Yiyang county planting industry,animal husbandry,forestry,farming activities under the influence of the agriculture in the broadcast industry development present situation,at the same time to live for agricultural products and agricultural development policies carried out in accordance with the logic of the state,Henan province,Yiyang county,It is clear that under the background of building a digital government at the present stage,Yiyang County government will establish an official account to carry out live broadcasting,thus driving the sales of agricultural products and boosting the development of agriculture.Second,with the method of questionnaire survey analysis of Yiyang county agricultural live influence on agricultural development,from the perspective of government-led producer live events to sales of agricultural products,agricultural products brand awareness,agricultural production force,the influence of the construction of agricultural product circulation channels,and from the perspective of three consumer cognition,attitude and behavior analysis of agricultural broadcast influence on agricultural development,And to understand the satisfaction of consumers in Yiyang County to the agricultural products recommended by the live broadcast activities,the relevant services provided and the anchor.Again,clear of government-led live plays a positive role to the development of agriculture,agricultural products mainly in effectively increase sales of agricultural products,promote agricultural product brand awareness,to reduce the loss of rural labor,through agricultural product circulation channels,etc.,but also need to clear the Yiyang county government to live to promote the development of agriculture,the agricultural products There are problems such as consumers’ limited cognition of live broadcast activities of agricultural products,opaque environment for product growth and collection,low professional competence of live broadcast workers,and imperfect logistics and transportation system.Therefore,according to the functions of the government,the causes of the problems are analyzed in turn.Yiyang County government has defects in planning and leading,which causes the publicity work to be neglected.In terms of market supervision,there is insufficient control of live broadcast,resulting in limited scope of supervision.Lack of effective resource integration in overall planning and coordination,resulting in backward talent training;In the public service infrastructure system is not perfect,resulting in a low level of information.Finally,based on the above problems and causes,the government of Yiyang County needs to strengthen planning guidance and drive development with policies.Strengthen market norms to ensure development through supervision;Strengthen overall planning and coordination to promote development through coordination;Strengthen public administration to serve optimal development.It provides an executable path to solve the problems related to the promotion of agricultural development by direct broadcast of agricultural products,and contributes to the realization of agricultural and rural modernization.