The Officials'Livestreaming Marketing Under the Background of Rural Revitalization:Action Logic,Potential Risks,and Countermeasures
The officials'livestreaming marketing is a product of the era of the integration of the internet and real economic development under the background of the rural revitalization strategy.By leveraging livestreaming marketing to promote lo-cal agricultural products and cultural tourist resources,officials'livestreaming has made significant contributions to poverty alleviation,while also changing the relationship between the government,the market,and society.As a new type of"Inter-net+"government service model,the emergence of the officials'livestreaming marketing follows certain political,econom-ic,social,and technological action logic.However,there are also potential risks such as formalism and corruption,dam-age to the interests of farmers and consumers,public opinion crises,damage to government credibility,labeling of officials,and unsustainability.To address these risks,the following measures should be taken:clarifying the boundaries of responsi-bilities and powers to improve the power operation system,building a effective farmer participation mechanism for the offi-cials'livestreaming marketing,strengthening the guarantee and supervision of officials'livestreaming marketing,and regu-lating media promotion to promote rationality in the officials'livestreaming marketing.In the context of rural revitalization,future endeavors in officials'livestreaming marketing should strive towards a governmental service model that incorporates social collaboration and personalized precision services.Simultaneously,it is imperative to explore a sustainable develop-ment trajectory,with local culture serving as the central selling point,in order to ensure long-term viability and impact.
rural revitalizationofficials'livestreaming marketingaction logicpotential risks"Internet+"government service
万方数据
维普
