数字经济背景下直播电商赋能乡村振兴的路径探究

Research on the Path of Live-Streaming E-Commerce Empowering Rural Revitalization under the Background of Digital Economy

摘要: 直播电商赋能乡村振兴是推动实现农业农村现代化发展、全体人民共同富裕的必要举措。乡村直播电商凭借独特优势为乡村带来产业升级、农民收入与就业水平提升、乡村主体优势激活等种种利好，但在此过程中也面临着同质化现象、供应链建设不足、治理失序等瓶颈。为更快更好更高质量建设数字乡村，亟待聚焦薄弱处攻坚克难，扎实推进乡村全面振兴。

Abstract: Live-streaming e-commerce empowering rural revitalization is an essential measure to advance the modernization of agriculture and rural areas and achieve common prosperity for all people. With its unique advantages, rural live-streaming e-commerce has brought various benefits to rural areas, including industrial upgrading, increased farmers’ income and employment, and stimulated vitality of rural stakeholders. However, in this process, it also faces bottlenecks such as homogenization, inadequate supply chain development, and disordered governance. To build a digital rural area in a faster, better and higher-quality manner, it is urgent to focus on weak links, overcome difficulties, and steadily promote the comprehensive revitalization of rural areas.