乡村振兴背景下农产品溯源直播的模式与优化研究——以东方甄选为例

Against the Background of Rural Revitalization: Research on the Models and Optimization of Traceability Live Streaming for Agricultural Products—A Case Study of Dongfang Zhenxuan

摘要: 在乡村振兴战略与数字经济深度融合的背景下，农产品上行面临着信任缺失与同质化竞争的双重困境。为此，本研究旨在探究农产品溯源直播这一新兴模式如何重构人、货、场三要素，解决传统农产品电商的痛点，并为其可持续发展提供策略优化建议。文章采用案例分析法，以东方甄选为典型案例，深入剖析其“文化 + 助农”溯源直播模式的运作逻辑与特征。研究发现，农产品溯源直播实现了对“人、货、场”的深度重构，有效破解了农产品上行的信任困局，提升了品牌溢价能力与用户忠诚度。然而，该模式仍面临供应链标准化滞后、内容创新瓶颈及专业人才匮乏等挑战。基于此，未来应通过深化供应链标准化管理、升级“溯源 + 文旅”内容生态、构建“头部 + 本土”双轮驱动人才梯队，推动其从流量红利向品质红利转型，助力乡村产业振兴。

Abstract: Against the backdrop of the deep integration of the rural revitalization strategy and the digital economy, the upward circulation of agricultural products faces the dual dilemma of a trust deficit and homogeneous competition. To address this, this study aims to explore how the emerging model of agricultural product traceability live streaming reconstructs the three core elements of “People, Goods, and Scenes”, resolves the pain points of traditional agricultural e-commerce, and provides strategic optimization suggestions for its sustainable development. Adopting the case study method, this paper takes “Oriental Selection” as a typical case to deeply analyze the operational logic and characteristics of its “Culture + Agriculture Assistance” traceability live streaming model. The findings indicate that agricultural product traceability live streaming achieves a deep reconstruction of “People, Goods, and Scenes”, effectively cracking the trust crisis in the agricultural market and enhancing both brand premium capabilities and user loyalty. However, the model still faces challenges such as lagging supply chain standardization, bottlenecks in content innovation, and a shortage of professional talents. Based on these findings, the study suggests that future development should focus on deepening standardized supply chain management, upgrading the “Traceability + Cultural Tourism” content ecosystem, and building a “Top-tier + Local” dual-wheel drive talent team. These measures will promote the transition from traffic dividends to quality dividends, thereby boosting rural industrial revitalization.