数字技术赋能下农村电商直播营销模式的现状及创新研究

Research on the Current Status and Innovation of Rural E-Commerce Live Streaming Marketing Models Empowered by Digital Technology

摘要: 随着信息技术的飞速发展，数字技术已广泛渗透到各个领域，深刻改变着人们的生产生活方式。而在农村经济发展中，数字技术的深入应用也为农村电商直播营销带来了新的发展机遇。直播营销作为一种新兴的营销模式，正在深刻改变着传统农产品的销售方式，对推动农村经济发展、促进农民增收等发挥了日益重要的作用。本文通过剖析数字技术在农村电商直播中的应用现状，探讨其面临的挑战，认识到农村电商直播营销目前展现出蓬勃的发展活力，但是在人才、产品、技术、配送等各方面遭遇瓶颈，经过深入分析提出促进农村电商直播营销健康发展的对策建议，为推动农村电商直播营销的可持续发展，促进农村经济增长和农民增收提供理论支持和实践指导。

Abstract: With the rapid development of information technology, digital technology has widely penetrated into various fields, profoundly changing people’s production and lifestyle. In the development of rural economy, the in-depth application of digital technology has also brought new development opportunities for rural e-commerce live streaming marketing. Live streaming marketing, as an emerging marketing model, is profoundly changing the traditional sales methods of agricultural products and playing an increasingly important role in promoting rural economic development and increasing farmers’ income. This article analyzes the current application status of digital technology in rural e-commerce live streaming, explores the challenges it faces, and recognizes that rural e-commerce live streaming marketing currently shows vigorous development vitality, but encounters bottlenecks in talent, products, technology, distribution, and other aspects. Through in-depth analysis, it proposes countermeasures and suggestions to promote the healthy development of rural e-commerce live streaming marketing, providing theoretical support and practical guidance for promoting the sustainable development of rural e-commerce live streaming marketing, promoting rural economic growth, and increasing farmers’ income.