电商视域下对于农村主播助农发展的影响——以贵州农产品直播带货为例

The Impact of E-Commerce on Rural Influencers Assisting Agricultural Development—A Case Study of Live-Streaming Sales of Guizhou Agricultural Products

摘要: 随着电商直播带货模式快速兴起，农村电商逐渐成为推动乡村振兴和农民增收的重要力量。尤其是在农业大省贵州，电商直播有效地突破了农产品传统销售的地域限制。本文以贵州省特色农产品直播带货的典型案例为分析对象，探讨了农村主播在电商助农发展中的实际效果。研究发现，通过直播带货，贵州辣椒、土豆、苹果等特色农产品的销量短期内显著提升，品牌认知度得到明显提高，带动当地农民收入增长，促进农村经济发展。其中，主播与消费者之间的互动性、信任关系以及情感连接发挥了关键作用。然而，研究同时揭示出主播专业素质参差不齐、农产品质量不稳定、物流配送落后等问题，制约了直播带货模式的长期发展。基于以上问题，提出了具体优化建议，包括建立主播标准化培训体系、加强农产品质量管控、完善物流配送体系，推动贵州农产品直播带货的可持续发展，助力乡村振兴战略的有效实施。

Abstract: With the rapid rise of e-commerce live-streaming sales, rural e-commerce has emerged as an essential driver for rural revitalization and farmers’ income growth. This is particularly evident in Guizhou, a major agricultural province, where live-streaming e-commerce effectively overcomes geographical limitations inherent in traditional agricultural product marketing. Using typical cases of live-streaming sales of specialty agricultural products from Guizhou Province, this paper explores the practical impacts of rural influencers on promoting rural economic development. The study found that live-streaming significantly boosted the short-term sales of specialty products such as chili peppers, potatoes, and apples from Guizhou, substantially enhancing brand recognition, increasing local farmers’ incomes, and driving rural economic growth. The interaction, trust, and emotional connections between influencers and consumers were identified as critical factors contributing to these successes. However, the research also highlighted significant challenges, including inconsistent influencer professionalism, unstable product quality, and inadequate logistics infrastructure, all of which hinder the sustainable growth of the live-streaming sales model. To address these issues, the paper suggests specific optimization measures such as establishing a standardized influencer training system, strengthening quality control for agricultural products, and improving logistics networks. These measures aim to foster the sustainable development of live-streaming sales of Guizhou’s agricultural products and effectively support the implementation of the rural revitalization strategy.