直播电商赋能乡村经济的现实困境与转型路径研究

Research on Practical Difficulties and Transformation Path of Rural Economy Empowered by Live Streaming E-Commerce

摘要: 本文探讨了直播电商在赋能乡村经济过程中的价值、困境与转型路径。直播电商凭借其互动性强、即时性高等特征，为农产品销售、乡村品牌打造及人才振兴注入了新动力。然而，其在乡村地区的发展仍面临主体能力不足、信任危机、基础设施薄弱等多维困境。为此，本文提出构建本地MCN机构、完善品控与溯源体系、健全配套基础服务设施等转型路径，以推动直播电商健康可持续发展，助力乡村振兴。

Abstract: This paper explores the value, challenges, and transformation pathways of live-streaming e-commerce in empowering rural economies. Leveraging its interactive nature and real-time capabilities, this platform has injected new momentum into agricultural product sales, rural brand development, and talent revitalization. However, its growth in rural areas still faces multidimensional challenges including insufficient operational capacity, trust crises, and inadequate infrastructure. To address these issues, this paper proposes to build a local MCN organization, improve the quality control and traceability system, improve supporting basic service facilities and other transformation paths, so as to promote the healthy and sustainable development of live streaming e-commerce and help rural revitalization.