数字浪潮下的新农事：小农户搭乘直播电商快车的机遇、挑战与路径探索

The New Agricultural Practices in the Digital Age: Opportunities, Challenges and Path Exploration for Small Farmers Riding the Express Train of Live-Streaming E-Commerce

摘要: 直播电商作为数字经济与乡村融合的新兴模式，正深刻改变乡村产业生态。本文聚焦小农户，分析直播电商带来的市场准入、价值链重构、品牌形象塑造等多维度机遇，并指出其面临的数字鸿沟、基础设施滞后、产品标准化不足等挑战。结合相关理论，本文构建了小农户有效利用直播电商的策略框架，旨在为小农户融入数字经济、实现可持续发展及推动农业产业升级提供理论与实践参考，助力乡村振兴。

Abstract: Live-streaming e-commerce, as an emerging model of the integration of digital economy and rural areas, is profoundly transforming the rural industrial ecosystem. This article focuses on small-scale farmers and analyzes the multi-dimensional opportunities brought by live-streaming e-commerce, such as market access, value chain reconfiguration, and brand image building. It also points out the challenges faced by live-streaming e-commerce, including the digital divide, lagging infrastructure, and insufficient product standardization. Based on relevant theories, this article constructs a strategy framework for small-scale farmers to effectively utilize live-streaming e-commerce, aiming to provide theoretical and practical references for small-scale farmers to integrate into the digital economy, achieve sustainable development, and promote agricultural industrial upgrading. This will contribute to rural revitalization.