乡村振兴背景下农产品直播电商发展路径研究

Research on the Development Path of Live Agricultural Products E-Commerce under the Background of Rural Revitalization

摘要: 农产品直播电商为乡村振兴注入了全新活力，能够显著提升农产品销售，促进乡村产业、文化、人才与生态振兴。然而，农产品直播电商面临着直播内容同质化、监管体系不完善、缺乏品牌意识及优秀人才匮乏等困境。对此，应当推进农产品直播电商差异化运营，打造具有本土特色的农产品品牌，健全相关法治体系和监管体系，培育农产品直播电商人才，从而进一步激发农产品直播电商发展潜力，为乡村振兴战略的深入实施提供有力支撑。

Abstract: Live agricultural products e-commerce has injected new vitality into rural revitalization, can significantly improve the sales of agricultural products, and promote the revitalization of rural industry, culture, talent and ecology. However, agricultural products live e-commerce is facing the dilemma of homogenization of live content, imperfect supervision system, lack of brand awareness and lack of outstanding talents. In this regard, we should promote the differentiated operation of agricultural live streaming e-commerce, build agricultural products brands with local characteristics, improve the relevant legal system and regulatory system, and cultivate agricultural live streaming e-commerce talents, so as to further stimulate the development potential of agricultural live streaming e-commerce, and provide strong support for the in-depth implementation of the rural revitalization strategy.