数字经济背景下电商直播助农模式的困境与对策研究

Study on the Dilemma and Countermeasures of E-Commerce Live Streaming Model for Assisting Agriculture in the Background of Digital Economy

摘要: 数字经济时代，网络新技术不断涌现，电商直播销售模式新模式应运而生，这为农产品开辟了更为宽广的销售新天地，有效推动了商品的快速流通与经济的蓬勃发展。本文基于数字经济背景下电商直播助农模式的作用机制，阐述了该模式在运作过程中可能遇到的困境，并挖掘其在促进农产品销售、提升农民收入方面的有效渠道，旨在为农村电商可持续发展、推动乡村振兴战略提供实践参考。

Abstract: In the era of digital economy, new network technologies are constantly emerging, and new models of e-commerce live broadcast sales have emerged. This has opened up broader horizons for agricultural products sales, effectively promoting the rapid circulation of goods and the vigorous development of the economy. This article is based on the mechanism of the e-commerce live streaming model to assist agriculture in the context of the digital economy. It elaborates on the difficulties that this model may encounter in its operation, and explores its effective channels in promoting agricultural product sales and increasing farmers’ income. The aim is to provide practical reference for the sustainable development of rural e-commerce and the promotion of rural revitalization strategies.