数字乡村视域下直播助农的困境解析与策略体系构建

Analysis of Dilemmas and Strategic Framework Construction for Livestreaming-Based Agricultural Assistance from a Digital Rural Perspective

摘要: 在数字乡村建设战略深入推进的背景下，直播助农作为数字技术赋能乡村产业振兴的重要实践形式，已成为推动农产品上行、促进农民增收致富的有效途径。本文基于数字乡村建设视域，系统分析了当前直播助农发展面临的现实困境，包括基础设施不均衡、人才队伍短缺、产品标准化程度低、品牌建设滞后、运营模式单一、政策支持体系不完善等多重瓶颈。针对这些问题，本文构建了包含基础设施优化、人才培育、产品标准化、品牌打造、运营模式创新、政策保障等六个维度的系统性策略体系，旨在为破解直播助农发展瓶颈、提升助农效能、推动数字乡村建设提供理论参考和实践指导。

Abstract: Against the backdrop of the deepening implementation of the digital village construction strategy, livestreaming-based agricultural assistance, as a key practice of empowering rural industrial revitalization through digital technology, has become an effective means to promote the upward flow of agricultural products and increase farmers’ income. From the perspective of digital village construction, this paper systematically analyzes the practical challenges currently faced by the development of livestreaming-based agricultural assistance. These include multiple bottlenecks such as uneven infrastructure, shortage of talent, low product standardization, lagging brand development, monotonous operational models, and an incomplete policy support system. To address these issues, the paper constructs a systematic strategic framework encompassing six dimensions: infrastructure optimization, talent cultivation, product standardization, brand building, operational model innovation, and policy support. The aim is to provide theoretical reference and practical guidance for overcoming development bottlenecks in livestreaming-based agricultural assistance, enhancing its effectiveness, and advancing digital village construction.