乡村振兴视角下陕西省农产品电商直播营销模式创新与路径优化研究

Research on the Innovation and Path Optimization of the E-Commerce Live Streaming Marketing Model of Agricultural Products in Shaanxi Province from the Perspective of Rural Revitalization

摘要: 乡村振兴背景下陕西省农产品电商直播营销模式创新与路径优化问题。采取社会经济学与科技创新理论，运用实证分析和案例研究方法对陕西省农产品电商直播营销的现状、问题以及未来发展趋势展开分析。发现要实现农产品电商直播营销模式的创新与路径优化，不仅需要从政策环境、技术创新、市场拓展、还要从品牌建设等多方面发展从而提升农产品的市场竞争力、推动产品转型升级。同时提出一系列切实可行的优化路径，包括强化农产品质量监管、创新销售模式、培养专业人才等，为陕西省乃至全国农产品电商直播营销的创新发展提供理论依据和实践参考。

Abstract: This paper focuses on the innovation and path optimization of the e-commerce live streaming marketing model of agricultural products in Shaanxi Province under the background of rural revitalization. By adopting the theories of social economics and scientific and technological innovation, and using empirical analysis and case study methods, it analyzes the current situation, existing problems, and future development trends of the e-commerce live streaming marketing of agricultural products in Shaanxi Province. It is found that to achieve the innovation and path optimization of the e-commerce live streaming marketing model of agricultural products, it is necessary to develop in multiple aspects, including the policy environment, technological innovation, market expansion, and brand building, so as to enhance the market competitiveness of agricultural products and promote the transformation and upgrading of products. At the same time, a series of practical optimization paths are proposed, including strengthening the quality supervision of agricultural products, innovating the sales model, and cultivating professional talents, providing a theoretical basis and practical reference for the innovative development of the e-commerce live streaming marketing of agricultural products in Shaanxi Province and even across the country.