商务传媒学院知识库

贫困是一个世界性难题，反贫困是人类共同的任务。党的十八大以来，我国脱贫攻坚战取得决定性进展，谱写了人类反贫困史上的辉煌篇章，在世界树立起了中国样板。随着“互联网+”时代的到来，精准扶贫开始借助互联网思维，电商扶贫成为我国扶贫政策的重要一环，而随着“直播+电商”模式的火热兴起，贫困地区发展“直播电商+扶贫”的模式受到了较好的社会反响。尤其在疫情防控期间，许多地区将电商网购、电商进农村与持扶贫产业发展相结合，各大平台也纷纷响应国家号召，用“直播+电商”的方式助力贫困地区农产品扩展销路。 
本研究以陕西省山阳县为例，对山阳县“直播电商+扶贫”的传播策略进行研究，发现其主要特点有四个：打破了严肃刻板的官方身份限制、直播内容以产品为中心进行全面推介、丰富以直播为主的传播形式、线上线下双向宣传。同时也对山阳县“直播电商+扶贫”的众多支持因素进行了分析，并提出可供其他西北地区贫困县所借鉴的“直播电商+扶贫”的经验，即要充分利用互联网，打造“IP化”主播；走亲民道路，与用户建立情感联结；加强多电商发展的各项支持；打造本地特色产品，塑造地区品牌。希望通过此案例的分析，为相关地区的“直播+扶贫”提供可借鉴的思路。

Poverty is a worldwide problem, and anti-poverty is the common task of mankind. Since the 18th 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.