乡村振兴背景下农村直播电商存在的问题与对策研究

Research on the Problems and Countermeasures of Rural Live E-Commerce in the Context of Rural Revitalization

摘要: 在乡村振兴战略的引领下，农村借助直播电商模式激发了新的发展活力。本文深入剖析了农村直播电商的发展现状、核心优势、现实挑战及潜在问题，并针对性地提出了一系列对策建议，旨在为农村发展提供坚实的理论与实践支撑。直播电商作为乡村振兴的“新农技”，正有力地推动着乡村振兴战略的实施。直播电商在拓宽农产品销售渠道、增强消费者信任度、降低营销成本等方面展现出显著优势，然而，也面临着直播电商专业人才匮乏、直播电商基础设施不健全、市场和消费者定位不准确以及政策与法规体系不完善等诸多问题。为此，本文建议农村直播电商应着重加大直播电商人才培养、加强基础设施建设、实现市场精准定位、规范政策与法规体系，从而有效破解小产品与大市场之间的矛盾，为乡村振兴注入新的动能与内涵，为新时代助力农村直播电商实现高质量发展。

Abstract: Led by the rural revitalization strategy, rural areas have stimulated new development vitality with the live broadcasting e-commerce model. This paper provides an in-depth analysis of the development status quo, core advantages, challenges and potential problems of rural live broadcasting e-commerce, and puts forward a series of countermeasures and recommendations, aiming to provide solid theoretical and practical support for rural development. As a “new agricultural technology” for rural revitalization, live broadcasting e-commerce is strongly promoting the implementation of rural revitalization strategy. Live broadcasting e-commerce has shown significant advantages in broadening the sales channels of agricultural products, enhancing consumer trust, and reducing marketing costs, etc. However, it also faces many problems such as the lack of live broadcasting e-commerce professionals, incomplete live broadcasting e-commerce infrastructure, inaccurate positioning of the market and consumers, and imperfect policies and regulatory systems. In this regard, this paper suggests that rural live e-commerce should focus on increasing the training of live e-commerce talents, strengthening infrastructure construction, realizing accurate market positioning, and standardizing the policy and regulatory system, so as to effectively crack the contradiction between small products and large markets, inject new kinetic energy and connotation into rural revitalization, and help rural live e-commerce achieve high-quality development for the new era.