数字经济浪潮中农产品电商营销创新研究

Research on E-Commerce Marketing Innovation of Agricultural Products in the Wave of Digital Economy

摘要: 在数字经济浪潮与乡村振兴战略交汇背景下，本文聚焦农产品电商直播营销，系统梳理其在压缩流通层级、激活要素回流、提升价值链位势中的机制，并揭示主播素质分化、内容同质化、监管碎片化三大瓶颈。为此，提出“系统培训–故事挖掘–法治健全”三维优化路径：以模块化课程提升主播专业力，以溯源、工艺、文化三重叙事丰富品牌内涵，以品种级标准、算法审计、区块链溯源等构建闭环监管。研究旨在为农产品直播电商提供可复制的治理范式，助力“农业提效、农村焕新、农民增收”的农业农村现代化。

Abstract: In the context of the convergence of the wave of digital economy and rural revitalization strategy, this paper focuses on the live marketing of agricultural e-commerce, systematically combs through the mechanism in compressing the circulation hierarchy, activating the return of elements, and enhancing the value chain potential, and reveals the three bottlenecks of the quality differentiation of the anchors, the homogenization of the content, and the fragmentation of the regulation. In this regard, the three-dimensional optimization path of “systematic training - story mining - sound rule of law” is proposed: to enhance the professional power of the anchor with modular courses, to enrich the brand connotation with the triple narrative of traceability, craftsmanship and culture, and to build a closed-loop supervision with breed-level standards, algorithmic auditing, blockchain traceability, and so on. Closed-loop regulation. The study aims to provide a replicable governance paradigm for agricultural live e-commerce, and help modernize agriculture and rural areas by improving the efficiency of agriculture, renewing the countryside, and increasing the income of farmers.