直播带货与电商赋能：都匀毛尖茶的品牌传播与产业升级

Live Streaming Commerce and E-Commerce Empowerment: Brand Communication and Industrial Upgrading of Duyun Maojian Tea

摘要: 在数字经济时代，传统茶叶营销模式面临挑战，品牌影响力与市场竞争力亟待提升。本研究聚焦都匀毛尖茶，通过文献分析与案例研究，探讨直播带货与电子商务如何推动其品牌传播与产业升级。研究发现，直播带货通过场景化展示、实时互动与文化叙事有效构建消费者信任，提升品牌体验；电商平台则通过整合供应链、数据驱动的精准营销及多渠道拓展，显著提升了品牌曝光度、销售转化率、市场覆盖面和茶农收入。然而，产业升级仍面临内容同质化、产业结构单一和复合型人才短缺等瓶颈。针对这些问题，本研究在文化层面、技术层面、政策与机制层面提出了具有可操作性的优化路径，为都匀毛尖茶乃至黔南茶产业的数字化转型与可持续发展提供了实践性思路。

Abstract: In the era of digital economy, traditional tea marketing models face significant challenges, with brand influence and market competitiveness urgently needing enhancement. This study focuses on Duyun Maojian tea (a premium green tea from Guizhou Province), employing literature analysis and case studies to explore how live streaming commerce and e-commerce drive its brand communication and industrial upgrading. The findings reveal that live streaming effectively builds consumer trust and enhances brand experience through scenario-based displays, real-time interactions, and cultural storytelling. E-commerce platforms significantly boost brand exposure, sales conversion rates, market coverage, and tea farmers’ income by optimizing supply chains, implementing data-driven precision marketing, and expanding multi-channel sales. However, industrial upgrading still faces bottlenecks such as content homogeneity, single industrial structure and shortage of composite talents. In view of these problems, this study proposes optimization paths on the cultural level, technical level, policy and mechanism level, and provides practical ideas for the digital transformation and sustainable development of the tea industry in Duyun and Qiannan.