数字经济赋能下电商直播助农新业态的现状与对策

The Current Situation and Countermeasures of E-Commerce Live Streaming to Assist Agriculture under the Empowerment of Digital Economy

摘要: 科技的飞速发展推动了生产方式的变革，使农业不仅是第一产业的代表，更逐步融入二、三产业，实现全产业链升级。在此背景下，电子商务成为农产品销售的重要渠道，直播电商采用“短视频 + 直播带货”的模式，实现了从传统农贸市场到线上互动销售的跨越，让农产品从田间地头直达消费者的餐桌，有效缩短流通链条，提升品牌溢价。然而，直播助农虽然潜力巨大，但仍面临诸多挑战，如何进一步优化电商直播助农模式，使其真正成为乡村振兴的助推器，值得深入探讨。基于此，本文将在数字经济赋能的框架下，系统分析电商直播助农新业态的现状，并提出优化对策，旨在为农村电商的可持续发展提供有益借鉴。

Abstract: The rapid development of technology has driven the transformation of production methods, making agriculture not only a representative of the primary industry, but also gradually integrating into the secondary and tertiary industries, achieving the upgrading of the entire industry chain. In this context, e-commerce has become an important channel for the sale of agricultural products. Live streaming e-commerce adopts the “short video + live streaming sales” model, achieving a leap from traditional agricultural markets to online interactive sales, allowing agricultural products to reach consumers’ dining tables directly from the fields, effectively shortening the circulation chain, and enhancing brand premium. However, although live streaming agriculture assistance has enormous potential, it still faces many challenges. It is worth exploring in depth how to further optimize the e-commerce live streaming agriculture assistance model and make it a true booster for rural revitalization. Based on this, this article will systematically analyze the current situation of e-commerce live streaming to assist agriculture in the framework of digital economy empowerment, and propose optimization strategies, aiming to provide useful reference for the sustainable development of rural e-commerce.