数字经济背景下农产品直播电商助力乡村产业振兴的路径研究

A Study on the Pathways of Live Streaming E-Commerce for Agricultural Products Promoting Rural Industrial Revitalization in the Context of the Digital Economy

摘要: 随着数字经济与乡村振兴战略的深度融合，农产品直播电商已成为推动乡村产业振兴的重要路径。本文在梳理农产品直播电商助力乡村产业振兴的内在逻辑的基础上，剖析其在品牌建设、基础设施、人才支撑、质量监管等方面面临的现实困境，进而从产业链整合、数字技术赋能、平台治理机制、品牌培育与人才培养等维度，探索农产品直播电商助力乡村产业振兴的有效路径，以期为构建可持续、高质量的农村电商环境提供理论参考与实践指引。

Abstract: With the in-depth integration of the digital economy and the rural revitalization strategy, live streaming e-commerce for agricultural products has become an important path to promote rural industrial revitalization. On the basis of sorting out the internal logic of how live streaming e-commerce for agricultural products facilitates rural industrial revitalization, this paper analyzes the practical difficulties it faces in aspects such as brand building, infrastructure, talent support, and quality supervision. Then, from the dimensions of industrial chain integration, digital technology empowerment, platform governance mechanisms, brand cultivation, and talent development, it explores effective paths for live streaming e-commerce for agricultural products to boost rural industrial revitalization, aiming to provide theoretical reference and practical guidance for building a sustainable and high-quality rural e-commerce environment.