构建湘西农村电商直播人才协同培养模式：乡村振兴的新路径研究

Constructing a Collaborative Training Model for Rural E-Commerce Live Streaming Talents in Xiangxi: A New Path for Rural Revitalization

摘要: 在乡村振兴战略背景下，电商直播已成为连接农村产品与市场的重要桥梁，对推动农村经济发展具有重要作用。然而，湘西地区在电商直播人才培养方面仍面临诸多挑战。本研究基于湘西地区实际情况，探讨构建适合当地特色的电商直播人才协同培养模式，以促进乡村振兴。文章通过文献综述、实地调研、问卷调查、访谈、案例分析，深入分析了湘西农村电商直播人才的现状与需求，构建了理论框架，设计了具体的协同培养模式及实施方案。研究发现，电商直播在提升农产品销售、构建品牌形象、增加农民收入等方面发挥了重要作用。针对湘西地区人才培养面临的资源不足、校企合作不畅等问题，本研究提出了一种多元参与、资源共享的协同培养模式，强调教育机构、企业、政府和社区的紧密合作。该模式通过优化课程体系、创新教学方法、加强实践教学等方式，旨在培养既具备专业技能又深植地方文化的电商直播人才。研究结果为湘西及类似地区的乡村振兴提供了新的思路和实践指导。

Abstract: In the context of rural revitalization strategy, e-commerce live streaming has become an important bridge connecting rural products with markets, playing a crucial role in promoting rural economic development. However, the Xiangxi region still faces numerous challenges in cultivating e-commerce live streaming talents. Based on the actual situation in Xiangxi, this study explores the construction of a collaborative training model for e-commerce live streaming talents tailored to local characteristics to promote rural revitalization. This study thoroughly analyzes the current status and needs of rural e-commerce live streaming talents in Xiangxi, constructs a theoretical framework, and designs a specific collaborative training model and implementation plan through literature review, field research, questionnaire surveys, interviews, case analysis. The research finds that e-commerce live streaming plays a significant role in enhancing agricultural product sales, building brand image, and increasing farmers’ income. Addressing issues such as insufficient resources and ineffective school-enterprise cooperation in talent cultivation in the Xiangxi region, this study proposes a collaborative training model featuring multi-party participation and resource sharing, emphasizing close cooperation among educational institutions, enterprises, government, and communities. This model aims to cultivate e-commerce live streaming talents with both professional skills and deep roots in local culture through optimizing curriculum systems, innovating teaching methods, and strengthening practical training. The research results provide new ideas and practical guidance for rural revitalization in Xiangxi and similar regions.