“短视频 + 直播”背景下农村电商发展的问题与优化策略研究

Research on the Problems and Optimization Strategies of Rural E-Commerce Development under the Background of “Short Video + Live Streaming”

摘要: 在乡村振兴与数字化双重驱动下，“短视频 + 直播”模式通过将营销模式进行“场景化、情感化、实时化”创新、产销直连、消费体验创新、品牌建设宣传，显著提升农产品的流通效率以及消费者的信任度，促进农村电商的发展。然而，人才短缺、内容同质化、产品质量参差不齐、基础设施不完善以及制度环境滞后，制约其可持续发展。基于此，提出构建“政府–高校–企业”三位一体人才培育体系，推行村级质检站与标准化生产强化品控能力，布局5G网络与冷链物流降低流通损耗，制定农产品直播专项法规并建立平台流量倾斜机制优化生态环境，从而为农村电商提供可持续的发展路径，推动数字红利向乡村渗透，助力乡村振兴。

Abstract: Under the dual drive of rural revitalization and digitization, the “short video + live streaming” model innovates the marketing model by “scenarizing, emotionalizing, and real-time”, directly connecting production and sales, innovating consumer experience, and promoting brand building, significantly improving the circulation efficiency of agricultural products and consumer trust, and promoting the development of rural e-commerce. However, talent shortage, homogenization of content, uneven product quality, inadequate infrastructure, and lagging institutional environment constrain its sustainable development. Based on this, it is proposed to establish a three-in-one talent cultivation system of “government-university-enterprise”, promote village level quality inspection stations and standardized production to strengthen quality control capabilities, lay out 5G networks and cold chain logistics to reduce circulation losses, formulate special regulations for agricultural product live streaming, and establish a platform traffic tilt mechanism to optimize the ecological environment, thereby providing a sustainable development path for rural e-commerce, promoting the penetration of digital dividends into rural areas, and assisting rural revitalization.