电商直播助力乡村振兴的逻辑与路径研究

The Logic and Pathways of E-Commerce Live Streaming in Empowering Rural Revitalization

摘要: 电商直播作为数字经济时代的新兴业态，正成为推动乡村产业振兴的重要力量。通过直播带货，农产品销售渠道得到拓展，农村产业融合与农民增收取得积极进展。当前，农村电商发展仍面临供应链不健全、人才不足、平台服务体系不完善及信用机制待强化等问题。加强要素整合与机制创新，优化平台服务与治理体系，有助于推动电商直播与乡村振兴的深度融合，促进农村经济高质量发展。

Abstract: As an emerging form of digital economy, e-commerce live streaming has become a vital driver for rural industrial revitalization. By promoting online sales of agricultural products, it has expanded market channels and increased farmers’ incomes, contributing to rural industrial integration. However, rural e-commerce still faces several challenges, including an underdeveloped supply chain, insufficient talent support, imperfect platform services, and a lack of sound credit mechanisms. Enhancing resource integration and mechanism innovation, while improving platform governance and service efficiency, can promote the deep integration of e-commerce live streaming with rural revitalization and advance the high-quality development of rural economies.