“技术–战略”整合视角下农村电商直播营销的发展策略研究

Research on the Development Strategy of Rural E-Commerce Live Streaming Marketing from the Perspective of “Technology-Strategy” Integration

摘要: 在数字经济与乡村振兴战略深度融合的时代背景下，农村电商直播营销已从单纯的线上销售工具，演进为驱动乡村产业重构、文化传承与价值重塑的核心引擎。然而，其发展仍面临供应链短板、人才匮乏、品牌同质化及基础设施薄弱等多重挑战。本文基于“技术–战略”整合视角，系统剖析农村电商直播的发展现状与瓶颈，提出以技术赋能破解运营与供应链难题，以战略思维引领品牌化、生态化与可持续化发展的系统性策略。研究认为，未来农村电商直播的高质量发展，关键在于构建一个技术应用、战略规划、产业基础与政策环境深度融合、相互赋能的生态系统，从而实现从“销售工具”到“乡村振兴数字基础设施”的根本性跃升。

Abstract: In the context of the deep integration of the digital economy and the rural revitalization strategy, rural e-commerce live-streaming marketing has evolved from a mere online sales tool into a core engine driving the reconstruction of rural industries, cultural inheritance, and value reshaping. However, its development still faces multiple challenges, including supply chain deficiencies, talent shortages, brand homogenization, and weak infrastructure. Based on the “technology-strategy” integrated perspective, this paper systematically analyzes the development status and bottlenecks of rural e-commerce live-streaming, and proposes systematic strategies to empower operations and supply chain challenges through technology, and to lead brand building, ecosystem development, and sustainable development with strategic thinking. The study argues that the key to the high-quality development of rural e-commerce live-streaming in the future lies in building an ecosystem where technology application, strategic planning, industrial foundation, and policy environment are deeply integrated and mutually empowering, thereby achieving a fundamental leap from a “sales tool” to a “digital infrastructure for rural revitalization”.