盘锦市农村电商直播产业发展困境及提升路径研究

Research on the Development Dilemma and Promotion Path of Rural E-Commerce Live Streaming Industry in Panjin City

摘要: 乡村振兴与数字经济发展背景下，农村电商直播已成为拓宽盘锦农产品销路、带动农民增收、推动乡村产业发展的重要方式。盘锦凭借大米、河蟹、碱地柿子等特色农产品，大力发展电商直播产业，建成省级直播基地，也培育了一批本土主播。但在发展过程中，仍存在专业人才不足、产品标准化水平低、品牌影响力弱、物流体系不完善等问题。本文运用文献研究与案例分析，结合盘锦实际情况，总结产业发展现状，剖析现存问题，并从人才培养、产品规范、品牌建设、物流优化四个方面提出改进对策，以期推动盘锦农村电商直播高质量发展，更好助力乡村振兴。

Abstract: Against the backdrop of rural revitalization and the development of the digital economy, rural e-commerce live streaming has become an important means to expand the market channels of agricultural products in Panjin, increase farmers’ income, and boost the development of rural industries. Relying on its distinctive agricultural products such as rice, Chinese mitten crabs, and alkali soil persimmons, Panjin has vigorously developed the e-commerce live streaming industry, built a provincial-level live streaming base, and cultivated a number of local live streamers. However, problems still exist in its development, including a shortage of professional talents, low product standardization, weak brand influence, and an imperfect logistics system. Based on literature research and case analysis, combined with the actual situation in Panjin, this paper summarizes the current development status of the industry, analyzes the existing problems, and puts forward improvement strategies from four aspects: talent training, product standardization, brand building, and logistics optimization. It aims to promote the high-quality development of rural e-commerce live streaming in Panjin and better support rural revitalization.