论乡村全面振兴视域下农村电商直播人才的培育

On the Cultivation of Rural E-Commerce Live Streaming Talents from the Perspective of Comprehensive Rural Revitalization

摘要: 乡村全面振兴背景下，农村电商直播已成为推动农业转型升级、促进农民增收的重要方式，而高素质复合型人才的培育则是释放这一动能的关键所在。人才能够从需求侧带动供给侧升级，推动全产业链优化；激活乡村内生动力，吸引青壮年返乡创业；推动传统农民向“新农人”转变，促进城乡要素融合与乡村治理效能提升。但是，当前却面临人才数量不足与质量参差，院校和社会培育的人才与产业需求错位，城乡差距与社会融入壁垒导致人才流失严重的问题。为此，需以多主体协同共育机制为宗旨，探索人才在“引、育、用、留”四个方面的可行路径，为农村电商直播人才的培育提供实践参考。

Abstract: Against the backdrop of the comprehensive rural revitalization, rural e-commerce live streaming has become an important means to promote agricultural transformation, upgrading, and farmers’ income growth. The cultivation of high-quality, versatile talents is the key to unleashing this momentum. These talents can drive the upgrading of the supply side from the demand side, promoting the optimization of the entire industrial chain; activate the endogenous power of rural areas, attracting young and middle-aged individuals to return to their hometowns for entrepreneurship; and facilitate the transformation of traditional farmers into “new farmers,” fostering the integration of urban-rural factors and enhancing rural governance efficiency. However, current challenges include an insufficient number of talents coupled with uneven quality, a disconnect between talents cultivated by educational institutions and society and actual industrial needs, as well as severe talent loss due to the urban-rural gap and barriers to social integration. Therefore, it is essential to establish a multi-agent collaborative cultivation mechanism and explore feasible pathways for attracting, cultivating, utilizing, and retaining talents, thereby providing practical references for the cultivation of rural e-commerce live streaming talents.