数字经济背景下农产品电商直播的发展现状、现实困境与优化策略研究

Research on the Development Status, Current Challenges, and Optimization Strategies of Agricultural E-Commerce Live Streaming under the Digital Economy Background

摘要: 数字经济持续向农业农村领域延伸，为农产品销售方式创新提供了重要契机，农产品电商直播由此逐渐成为推动农产品上行的重要载体。本文围绕数字经济背景下农产品电商直播的优势、发展现状、现实困境与优化策略展开分析。研究认为，农产品电商直播在拓宽销售渠道、提升流通效率、增强消费者信任、推动品牌塑造以及促进农民增收和产业升级等方面具有明显优势。与此同时，随着市场规模扩大、直播活跃度提升和基础设施不断完善，农产品电商直播已呈现出较快发展态势，但在发展过程中仍面临监管规范不足、内容创新不够和供应链支撑薄弱等现实约束。基于此，本文提出完善监管机制、提升直播质量、强化协同支撑等优化策略，以期推动农产品电商直播规范有序发展，更好服务农业转型升级和乡村振兴。

Abstract: The digital economy continues to extend into the agricultural and rural sectors, providing a significant opportunity for innovation in agricultural product sales methods. Live-streaming e-commerce for agricultural products has thus gradually become an important vehicle for promoting the upward flow of agricultural products. This paper analyzes the advantages, current development status, practical challenges, and optimization strategies of live-streaming e-commerce for agricultural products under the digital economy. The study argues that live-streaming e-commerce for agricultural products has significant advantages in broadening sales channels, improving circulation efficiency, enhancing consumer trust, promoting brand building, and increasing farmers’ income and industrial upgrading. Meanwhile, with the expansion of the market, increased activity in live-streaming, and continuous improvement of infrastructure, live-streaming e-commerce for agricultural products has shown rapid development. However, it still faces practical constraints such as insufficient regulatory standards, inadequate content innovation, and weak supply chain support. Based on this, this paper proposes optimization strategies such as improving the regulatory mechanism, enhancing the quality of live-streaming, and strengthening collaborative support, aiming to promote the standardized and orderly development of live-streaming e-commerce for agricultural products and better serve agricultural transformation and upgrading and rural revitalization.