乡村振兴背景下直播电商驱动农村“银发经济”发展路径研究

Research on the Development Path of Rural “Silver Economy” Driven by Live-Steaming E-Commerce in the Background of Rural Revitalization

摘要: 在乡村振兴战略全面实施与人口老龄化程度持续加深的双重变迁下，农村“银发经济”作为一片潜力巨大的蓝海市场，其发展急需新引擎的驱动。直播电商作为一种新兴的商业模式，其技术具有普惠性、场景沉浸感和强互动性等功能，为激活农村老年群体经济活力、拓展农村老年产业市场、促进农村老年群体融入社会提供了全新路径。本文旨在系统梳理直播电商与农村“银发经济”的内在关联，深入剖析直播电商驱动农村“银发经济”发展的内在逻辑与价值，并直面当前面临的主体能力不足、产业生态薄弱、制度保障缺位等现实挑战。最终，从激发“银发活力”、优化“银发环境”、强化“银发保障”三个维度，提出直播电商驱动农村“银发经济”高质量发展的可行路径，以期为乡村振兴战略的深入实施和积极应对人口老龄化提供理论参考与实践启示。

Abstract: Under the dual changes of the full implementation of the rural revitalization strategy and the continuous deepening of the aging of the population, the rural “silver economy” is a blue ocean market with huge potential, and its development urgently needs the drive of a new engine. As an emerging business model, live-streaming e-commerce has functions such as inclusiveness of technology, immersive scenes, and strong interactivity, providing a new path to activate the economic vitality of the rural elderly population, expand the rural elderly industry market, and promote the integration of the rural elderly population into society. This paper aims to systematically sort out the internal relationship between live-streaming e-commerce and the rural “silver economy”, deeply analyze the internal logic and value of live-streaming e-commerce driving the development of the rural “silver economy”, and face up to the current practical challenges such as insufficient subject ability, weak industrial ecology, and lack of institutional guarantee. Finally, from the three dimensions of stimulating “silver vitality”, optimizing the “silver environment”, and strengthening “silver guarantee”, feasible paths for live-streaming e-commerce to drive the high-quality development of the rural “silver economy” are proposed, with a view to providing theoretical reference and practical inspiration for the in-depth implementation of the rural revitalization strategy and the active response to population aging.