农村带货网红人力资本提升路径

The Way to Improve the Human Capital of Online Celebrity with Goods in Rural Areas

摘要: 近年来，随着手机的广泛使用和网络基础设施的完善，农村直播电商蓬勃发展。连云港市海头镇的人们纷纷成为了带货网红，但是在直播带货领域，经过了一段时间的快速扩张之后，当地网红发展陷入了瓶颈。本文以海头镇知名的带货网红为例，从网红扎堆的快手平台入手，发现问题、给出对策，从人力资本提升视角助力当地网红打破瓶颈，助力乡村振兴。

Abstract: In recent years, with the widespread use of mobile phones and the improvement of network infrastructure, rural live broadcast e-commerce has flourished. People in Haitou Town of Lianyungang have become online celebrity with goods, but after a period of rapid expansion in the field of live broadcast with goods, the development of local online celebrity has fallen into a bottleneck. Taking the well-known online celebrity with goods in Haitou Town as an example, this paper starts with Kuaishou platform in online celebrity, finds out the problems and gives the countermeasures, and helps the local online celebrity to break the bottleneck and revitalize the countryside from the perspective of human capital promotion.