乡村振兴背景下农产品电商直播营销的现存困境与发展路径

Existing Challenges and Development Pathways for E-Commerce Live Streaming Marketing of Agricultural Products under the Background of Rural Revitalization

摘要: 农产品电商直播营销近年来呈现出爆发式增长态势，不仅拓宽农产品销售渠道，还为乡村振兴注入新动力。这是顺应数字经济时代农业发展趋势的必然选择，也是实现乡村振兴战略目标的现实需求。以乡村振兴战略为背景，梳理农产品直播营销模式的当前存在的困境，并探讨其发展路径，旨在为推动农产品电商直播营销健康发展、促进农民增收致富、助力乡村全面振兴提供一定的理论与实践参考。

Abstract: E-commerce live streaming marketing for agricultural products has experienced explosive growth in recent years, not only expanding sales channels for farm produce but also injecting new momentum into rural revitalization. This represents an inevitable choice aligned with the development trends of agriculture in the digital economy era, as well as a practical necessity for achieving the strategic goals of rural revitalization. Against the backdrop of the rural revitalization strategy, this study examines the current challenges facing the live-streaming marketing model for agricultural products and explores its development pathways. The aim is to provide theoretical and practical references for promoting the healthy development of e-commerce live-streaming marketing for agricultural products, enhancing farmers’ incomes, and contributing to the comprehensive revitalization of rural areas.