网络电商直播助力乡村振兴：价值、困境与路径

Livestream E-Commerce Empowering Rural Revitalization: Value, Dilemmas, and Pathways

摘要: 乡村振兴是新时代“三农”工作的总抓手，网络电商直播作为数字经济与乡村发展深度融合的新业态，为乡村振兴注入了新动能。聚焦“网络电商直播助力乡村振兴”议题，从价值意蕴、现实困境、路径创新三个维度展开研究。在价值意蕴上，展现其经济维度拓宽销售渠道、带动产业发展，文化维度传承特色文化、扩大文化传播，社会维度带动就业创业、优化基层治理的多元赋能；在现实困境上，剖析基础设施与物流体系滞后、专业人才与培训体系匮乏、品牌建设与品质管控不足的突出制约；在路径创新上，提出夯实电商发展基础、构建人才支撑体系、培育乡村特色品牌的系统性举措。研究表明，网络电商直播为乡村振兴提供了数字时代的创新路径，通过破解发展瓶颈、释放赋能效应，可有效激活乡村内生动力，助力乡村振兴战略高质量推进。

Abstract: Rural revitalization is the overall catch-up to the work of the “three agriculture” in the new era, and online e-commerce livestreaming as a new form of business that integrates the digital economy and rural development has injected new kinetic energy into rural revitalization. Focusing on the topic of “online e-commerce livestreaming to promote rural revitalization”, research is carried out from three dimensions: value implications, real-life dilemmas, and path innovation. In terms of value, it shows that the economic dimension broadens sales channels and promotes industrial development, the cultural dimension inherits characteristic culture and expands cultural dissemination, and the social dimension promotes employment and entrepreneurship and optimizes the pluralistic empowerment of grassroots governance. In reality, we analyze the outstanding constraints of lagging infrastructure and logistics systems, lack of professional talent and training systems, and inadequate brand building and quality control. In terms of path innovation, systemic measures have been proposed to strengthen the foundation for e-commerce development, build a talent support system, and cultivate rural specialty brands. Research shows that online e-commerce livestreaming provides an innovative path for rural revitalization in the digital age, and by cracking down on development bottlenecks and unleashing the enabling effect, it can effectively activate the internal driving force of rural areas and help the high-quality advancement of rural revitalization strategy.