Research On Poverty Alleviation Communication Of "Mango Online Supermarket For Poverty Alleviation"

As a new mode of poverty alleviation derived from new media technology and poverty alleviation era,"Live e-commerce + poverty alleviation" plays an important role in the process of poverty alleviation."Mango Online Supermarket for Poverty Alleviation" as the the first live e-comerce platform with agricultural products of Hunan,has carried out poverty alleviation works actively since its launch on March12,2020,the platform integrates various resources to get through the uplink channel of agricultural products in Hunan province,the power of provincial agricultural products sales and promotion,has a strong heat and the topic of a certain scale of social impact."Mango Online Supermarket for Poverty Alleviation" puts public welfare and targeted poverty alleviation into practice,and realizes the unification of economic effect and social benefit,which has important practical significance.The arising and development of "Mango Online Supermarket for Poverty Alleviation" cannot be separated from the support of the social environment,the promotion of targeted poverty alleviation policies,the empowerment of technology and the inherent requirements of economic logic.From lars,"five w" mode,"Mango Online Supermarket for Poverty Alleviation" in the spread of the main body,pay attention to playing the subjective initiative of the poor body,under the government departments and the participation of radio and television in the mainstream media,ensures that each field to help farmers live the authenticity of information sources and authority,and through the star guests,the spread of the stimulus to help farmers poverty alleviation topics;In terms of communication content,"Mango Online Supermarket for Poverty Alleviation" focuses on promoting the characteristic agricultural products of various regions in Hunan,excavates the typical poverty alleviation figures behind agricultural products,and tells the poverty alleviation struggle story of the poor people in Hunan.At the same time,we have focused on the combination of poverty alleviation and intellectual support,and strengthened the endogenous motivation of farmers to get rid of poverty and become rich by carrying out live e-commerce training.In terms of communication channels,"Mango Online Supermarket for Poverty Alleviation" links with social media platforms such as Wechat and Weibo,the short video platform Tik Tok and peer e-commerce platforms such as Pinduoduo to carry out matrix communication,so that poverty alleviation information can penetrate into every corner in an all-round way.In terms of communication effect,"Mango Online Supermarket for Poverty Alleviation" has helped farmers increase their income through live broadcasting and e-commerce training activities,which has brought them new employment opportunities and forced them to change their mode of production and operation.At the audience level,"Mango Online Supermarket for Poverty Alleviation" satisfies the audience’s information and entertainment needs with rich content supply and the merchandising link full of variety elements.At the same time,the social network of the audience is embedded,and the concept of poverty alleviation is constantly internalized through communication and interaction.With the accumulation and strengthening of the emotion of helping farmers,the audience’s value of helping farmers and poverty alleviation has also been cultivated in a subtle way,thus boosting the emergence of agricultural consumption behavior,realizing the effective transformation of user flow to agricultural sales,and achieving good communication effects.However,in the process of further development of "Mango Online Supermarket for Poverty Alleviation",some problems have been gradually exposed,such as the low professional quality of some farmers anchors,insufficient efforts to build agricultural products brands,incomplete after-sales service system and insufficient utilization of cultural and tourism resources.Aiming at these deficiencies,"Mango Online Supermarket for Poverty Alleviation" should strengthen the incubation of "new farmers" and the construction of talents team;build local agricultural product brand;optimize the supply chain system and the after-sale service of the platform;explore the new pattern “Live e-commerce+Cultural tourism”.Through these four ways to promote effective connection between rural revitalization and the elimination of poverty.