农村电商直播助农模式的可持续性与优化策略研究

Study on the Sustainability and Optimization Strategies of the Rural E-Commerce Live Streaming Model for Agricultural Assistance

摘要: 在数字经济与乡村振兴战略深度融合的背景下，农村电商直播助农模式成为激活乡村产业活力、拓宽农产品上行通道的重要抓手。本文以该模式的可持续发展为核心研究对象，通过梳理政策文件与实践案例，界定核心概念内涵，系统分析发展现状与现实困境。研究发现，当前模式面临人才供给失衡、产业链协同不足、基础设施薄弱、品牌建设滞后等关键问题，制约了可持续发展能力。基于此，本文从人才培育、产业链整合、设施升级、品牌塑造四个维度提出优化策略，为推动农村电商直播助农模式高质量发展、助力乡村振兴提供实践参考。

Abstract: Against the background of the in-depth integration of the digital economy and the rural revitalization strategy, the rural e-commerce live streaming model for agricultural assistance has become a key means to activate the vitality of rural industries and expand the upward channel for agricultural products. This paper takes the sustainable development of this model as the core research object. By sorting out policy documents and practical cases, it defines the connotation of core concepts and systematically analyzes the current development situation and practical difficulties. The study finds that the current model faces key problems such as unbalanced talent supply, insufficient industrial chain coordination, weak infrastructure, and lagging brand building, which restrict its sustainable development capacity. Based on this, the paper puts forward optimization strategies from four dimensions: talent cultivation, industrial chain integration, infrastructure upgrading, and brand building, providing practical references for promoting the high-quality development of the rural e-commerce live streaming model for agricultural assistance and facilitating rural revitalization.