“网红经济 + 直播”背景下农村电商发展的问题与优化策略研究

Research on the Problems and Optimization Strategies of Rural E-Commerce Development under the Background of “Internet Celebrity Economy + Live Streaming”

摘要: 在乡村振兴战略与数字经济深度融合的背景下，“网红经济 + 直播”凭借其强互动性、高转化效率的优势，成为推动农村电商突破地域限制、拓宽农产品销售渠道的核心引擎。本文通过文献梳理、案例分析与实地调研，系统剖析“网红经济 + 直播”与农村电商的融合机制，总结当前农村电商在该模式下的发展现状，如交易规模持续扩大、助农场景不断丰富，但同时也暴露出供应链体系薄弱、专业人才匮乏、品牌建设滞后、内容创新不足等突出问题。针对上述问题，本文从供应链优化、人才培育、品牌塑造、内容创新、监管完善五个维度，提出具有可操作性的优化策略，旨在为推动“网红经济 + 直播”与农村电商深度融合、助力乡村产业振兴提供理论参考与实践路径。

Abstract: Against the background of the in-depth integration of the rural revitalization strategy and the digital economy, “Internet celebrity economy + live streaming” has become a core engine for promoting rural e-commerce to break geographical restrictions and expand the sales channels of agricultural products, relying on its advantages of strong interactivity and high conversion efficiency. Through literature review, case analysis and field research, this paper systematically analyzes the integration mechanism between “Internet celebrity economy + live streaming” and rural e-commerce, and summarizes the current development status of rural e-commerce under this model—such as the continuous expansion of transaction scale and the continuous enrichment of agriculture-aid scenarios. However, it also exposes prominent problems such as weak supply chain system, lack of professional talents, lagging brand building, and insufficient content innovation. In response to the above problems, this paper puts forward operable optimization strategies from five dimensions: supply chain optimization, talent cultivation, brand building, content innovation, and supervision improvement, aiming to provide theoretical reference and practical paths for promoting the in-depth integration of “Internet celebrity economy + live streaming” and rural e-commerce and helping rural industrial revitalization.