乡村振兴视域下直播电商经济发展的现实困境与优化路径

Practical Challenges and Optimization Pathways for Live Streaming E-Commerce Economic Development in the Context of Rural Revitalization

摘要: 在乡村振兴战略与数字经济深度融合的背景下，直播电商经济凭借其强互动性、场景化与社交裂变特性，已成为推动农业农村现代化的重要引擎。本文立足于乡村振兴的系统性视角，深入剖析直播电商在乡村发展的现实困境与优化路径。研究表明，直播电商通过重构产业形态、激发内生动力与促进城乡融合，显著赋能乡村振兴；然而，其可持续发展仍面临多维挑战：数字鸿沟与物流短板制约覆盖广度与运行效率，专业人才匮乏与运营模式粗放弱化内生动力，供应链脆弱与品牌建设滞后阻碍价值提升，监管缺位与无序竞争侵蚀市场信任。针对上述困境，研究认为应构建多元协同的优化路径，通过强化数字基础设施与智慧物流建设、培育本土化“数字新农人”、推动“数实融合”重塑乡村价值链、健全监管与标准体系，系统优化直播电商发展生态，持续释放其对乡村全面振兴的驱动效能。

Abstract: Against the backdrop of the deep integration of the rural revitalization strategy and the digital economy, the livestreaming e-commerce economy, with its features of high interactivity, contextualization, and social diffusion, has become a significant engine driving agricultural and rural modernization. Based on a systematic perspective of rural revitalization, this paper provides an in-depth analysis of the practical challenges and optimization pathways for the development of livestreaming e-commerce in rural areas. Research indicates that livestreaming e-commerce significantly empowers rural revitalization by reshaping industrial structures, stimulating endogenous motivation, and promoting urban-rural integration. However, its sustainable development still faces multidimensional challenges: the digital divide and logistics deficiencies constrain coverage and operational efficiency; a shortage of professional talent and extensive operational models weaken endogenous drive; fragile supply chains and lagging brand building hinder value enhancement; and regulatory gaps and disorderly competition undermine market trust. To address these issues, the study proposes constructing a diversified and collaborative optimization path. This includes strengthening digital infrastructure and smart logistics systems, cultivating local “digital-era farmers,” promoting the integration of digital and real economies to reshape rural value chains, and improving regulatory and standard systems. These measures aim to systematically optimize the development ecosystem of livestreaming e-commerce and continuously unleash its driving force for the comprehensive revitalization of rural areas.