“数商兴农”视域下直播助农的价值意蕴、现实困境与优化进路

The Value Implication, Realistic Dilemma and Optimization Approach of Live Streaming Support for Agricultural Products from the Perspective of “Digital Commerce Promoting Agriculture”

摘要: 随着“数商兴农”战略的纵深推进，直播助农已然成为乡村振兴的重要抓手，在重构农产品产销体系，激活乡村文化传播，畅通城乡要素流动等方面发挥效用。然而，直播助农也面临着主播数字素养不足、农产品质量良莠不齐、流量博弈异化行业生态、政产协同不力等多重掣肘。因此，需要通过实施数字平权行动、构建农产品全链路标准化体系、完善配套服务、打造良性市场生态，推动直播助农从“流量红利”向“产业红利”转型，实现数字经济深度赋能乡村振兴。

Abstract: As the “Digital Commerce Promoting Agriculture” strategy advances, live streaming support for agricultural products has become a key driver of rural revitalization. It effectively restructures agricultural supply chains, activates rural cultural dissemination, and facilitates urban-rural resource flows. However, challenges persist: inadequate host digital literacy, inconsistent product quality, traffic competition disrupting industry ecology, and insufficient government-industry coordination. To advance this transition from “traffic dividends” to “industrial dividends,” measures include implementing digital inclusion initiatives, establishing comprehensive agricultural traceability systems, enhancing support services, and fostering healthier market ecosystems—ensuring deep digital empowerment of rural revitalization.