乡村振兴背景下农产品直播电商存在的问题与对策研究

Research on Challenges and Countermeasures of Live-Streaming E-Commerce for Agricultural Products in the Context of Rural Revitalization

摘要: 在乡村振兴战略背景下，农产品直播电商已成为推动农业农村现代化的重要力量。本文系统分析农产品直播电商的发展现状、突出问题并提出相应对策。研究表明，农产品直播电商显著拓宽销售渠道、促进农民增收与农村产业融合，但面临基础设施薄弱、专业人才短缺、产品标准化与品牌建设不足、冷链物流支撑不够等挑战。针对上述问题，本文提出应加强农村5G网络、电力等新型基础设施建设，构建多层次人才培养体系；建立健全农产品全流程标准与质量追溯体系，推动绿色、有机及地理标志认证；强化区域公共品牌与产品品牌建设，提升文化内涵与市场认可度；重点优化冷链物流和县域共同配送网络，降低运营成本与产品损耗。通过政府、企业、平台与农户多方协同，加强政策支持和资源整合，农产品直播电商将逐步实现规范化、规模化和可持续发展，为乡村振兴和农业现代化注入新动能。

Abstract: Under the context of the rural revitalization strategy, live-streaming e-commerce for agricultural products has become an important force in promoting agricultural and rural modernization. This paper systematically analyzes the current development status, prominent issues, and corresponding countermeasures related to live-streaming e-commerce of agricultural products. Research indicates that while live-streaming e-commerce significantly broadens sales channels, increases farmers’ income, and promotes the integration of rural industries, it also faces challenges such as weak infrastructure, a severe shortage of professional talent, low standardization of agricultural products, inadequate brand building, and insufficient cold-chain logistics support. To address these issues, the paper proposes strengthening the construction of new infrastructure facilities such as 5G networks and stable power supply in rural areas, and establishing a multi-level talent training system. It also suggests establishing and improving comprehensive standards and quality traceability systems for agricultural products, while promoting green, organic, and geographical indication certifications. Furthermore, enhancing the development of regional public brands and product brands, along with enriching cultural connotations and market recognition, is emphasized. Additionally, optimizing cold-chain logistics and county-wide joint distribution networks, is crucial to reducing operational costs and product loss. Through coordinated efforts among the government, enterprises, platforms, and farmers, coupled with strengthened policy support and resource integration, live-streaming e-commerce for agricultural products will gradually achieve standardization, scale, and sustainable development, thereby injecting new momentum into rural revitalization and agricultural modernization.