乡村振兴背景下直播电商赋能农产品的发展策略研究

Research on the Development Strategy of Live Streaming E-Commerce Empowering Agricultural Products under the Background of Rural Revitalization

摘要: 随着新媒体技术的迅猛发展，在新时代乡村振兴战略背景下，大力实施“数商兴农”工程，深入推进电子商务进乡村，加快数字经济与乡村产业的深度融合，已成为实现农业农村现代化的重要举措。直播电商通过各式创新模式，为乡村特色农产品开辟了全新的销售渠道，不仅提升了农产品的市场竞争力，还显著提高了其附加值，为农民增收注入了新动能。本文旨在系统探讨直播电商与乡村产业振兴的内在机理、发展现状及面临的挑战，并提出相应的路径与策略。通过从技术赋能、人才支撑、产业融合等三个层面建设农产品协同发展机制，为乡村经济高质量发展和产业振兴提供理论支持和实践指导，助力乡村振兴战略的全面实施。

Abstract: With the rapid development of new media technology, under the background of rural revitalization strategy in the new era, vigorously implementing the project of “digital business revitalizing agriculture”, deeply promoting e-commerce into rural areas, and accelerating the deep integration of digital economy and rural industries have become important measures to realize agricultural and rural modernization. Through various innovative models, live e-commerce has opened up a new sales channel for rural agricultural products, not only improving the market competitiveness of agricultural products, but also significantly increasing their added value, and injecting new momentum into farmers’ income. This paper aims to systematically explore the internal mechanism, development status and challenges of live streaming e-commerce and rural industry revitalization, and put forward corresponding paths and strategies. Through the construction of a collaborative development mechanism for agricultural products from the three levels of technology empowerment, talent support, and industrial integration, it provides theoretical support and practical guidance for high-quality rural economic development and industrial revitalization, and helps the full implementation of the rural revitalization strategy.