乡村振兴视域下直播电商赋能现代化乡村旅游产业发展

Under the Perspective of Rural Revitalization: Live-Streaming E-Commerce Empowers the Development of Modern Rural Tourism Industry

摘要: 在数字经济与乡村振兴战略深度融合的时代背景下，直播电商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。本文旨在系统探讨直播电商如何赋能现代化乡村旅游产业，构建“线上引流、线下体验、线上复购”的消费闭环。通过分析直播电商在重构产销链路、深化农文旅融合、培育本土主体等方面的核心作用，并结合湖北恩施、湖南古丈、四川小河镇等地的实践案例，本文揭示了直播电商通过“真实、淳朴”的乡土信任建立品牌魅力，借助“同心直播”矩阵构建产业生态，并最终推动乡村经济从“外部输血”向“内生造血”深度转型的内在机理。研究进一步指出，当前发展面临基础设施、供应链标准化、品牌保护与专业人才等多重挑战。为此，本文提出实施智慧物流新基建、建设品牌与知识产权保护工程、深化利益联结与标准化改革、构建新农人数字赋能体系等系统性战略建议，以期为推动乡村旅游产业高质量发展、绘就中国式现代化乡村振兴新图景提供理论参考与实践路径。

Abstract: Against the backdrop of the in-depth integration between the digital economy and the rural revitalization strategy, live-streaming e-commerce has evolved from a simple online sales tool into a core engine driving the restructuring of rural industries, cultural inheritance and value reshaping. This paper systematically explores how live-streaming e-commerce empowers the high-quality development of the modern rural tourism industry and constructs a consumption closed loop featuring online traffic attraction, offline experience and online repurchase. By analyzing the core roles of live-streaming e-commerce in reconstructing production and marketing chains, advancing the integrated development of agriculture, culture and tourism, and fostering local operators, combined with practical cases of Enshi in Hubei, Guzhang in Hunan, Xiaohe Town in Sichuan and other regions, this paper reveals the internal mechanism whereby live-streaming e-commerce builds brand appeal through authentic and simple local rural trust, forms an industrial ecosystem via united live-streaming matrices, and ultimately promotes the profound transformation of rural economy from external blood transfusion to endogenous self-development. The study further points out that current development faces multiple challenges in terms of infrastructure, supply chain standardization, brand protection and professional talents. In response, this paper puts forward systematic strategic suggestions, including developing new smart logistics infrastructure, launching brand and intellectual property protection projects, strengthening benefit connection and standardized reform, and establishing a digital empowerment system for new rural operators. It aims to provide theoretical references and practical paths for boosting the high-quality development of rural tourism and for forging a new landscape of rural revitalization under Chinese-style modernization.