乡村振兴直播带货的实践逻辑与效能提升研究

Research on the Practical Logic and Efficiency Improvement of Rural Revitalization Livestream E-Commerce

摘要: 在数字技术与乡村振兴深度融合的背景下，直播带货已成为推动乡村产业发展、促进农民增收的重要新兴业态。在乡村振兴的整体视角下，直播带货在经济激活、社会赋能、文化传播与治理创新等方面对促进乡村社会发展具有重要的意义。但当前乡村直播带货在主体能力、供应链支撑、市场环境与制度保障等方面面临着普遍性风险与结构性挑战。因此，在乡村振兴视角下，研究直播带货对乡村社会发展的意义，以及该过程中面临的风险与挑战，并针对性地提出效能提升路径进行风险化解，对实现乡村振兴、促进城乡融合发展具有重要的理论与实践意义。

Abstract: In the context of the deep integration of digital technology and rural revitalization, live-streaming e-commerce has become an important emerging business model that promotes rural industrial development and boosts farmers’ income. From the overall perspective of rural revitalization, live-streaming e-commerce holds significant importance in stimulating economic growth, enhancing social empowerment, promoting cultural dissemination, and innovating governance. However, at present, rural live-streaming e-commerce faces common risks and structural challenges in terms of the main body’s capabilities, supply chain support, market environment, and institutional guarantees. Therefore, studying the significance of live-streaming e-commerce for rural social development from the perspective of rural revitalization, as well as the risks and challenges it encounters in this process, and proposing targeted paths for enhancing efficiency to address these risks, has important theoretical and practical significance for achieving rural revitalization and promoting the integration of urban and rural development.