农村电商赋能乡村振兴的机制与策略研究——东方甄选直播带货农产品的观察与思考

Research on the Mechanism and Strategy of Empowering Rural Revitalization through Rural E-Commerce—Observations and Reflections on the Live Streaming Sales of Agricultural Products by Dongfang Zhenxuan

摘要: 随着互联网不断向农村地区延伸，农村电商的发展日益完善，成为乡村振兴的重要驱动力量。直播电商是农村电商基于运行模式的一种全新探索，因此本文以东方甄选直播带货农产品为例来探讨农村电商赋能乡村振兴的内在机制、现实困境和发展策略选择。结果发现，农村电商有助于从促进农村产业现代化转型升级、乡村人才孵化、传递乡村知识和情怀、推动农业绿色生产以及完善乡村组织体系建设等方面赋能乡村产业振兴、人才振兴、文化振兴、生态振兴以及组织振兴。但是目前农村电商的发展还存在产业规模小、分布散、发展薄弱、农村电商人才队伍不够壮大、行业制度规范体系不够完善等现实问题制约乡村振兴建设。据此，本文也提出了未来农村电商的路径选择，即：推动农业转型和农村电商市场协同、强化农村电商人才培养和优化农村电商制度环境。

Abstract: With the continuous extension of the Internet to rural areas, the development of rural e-commerce has become increasingly perfect, becoming an important driving force for rural revitalization. Live streaming e-commerce is a new exploration based on the operation mode of rural e-commerce. Therefore, this article takes Dongfang Zhenxuan’s live streaming sales of agricultural products as an example to explore the internal mechanism, practical dilemmas, and development strategy choices of rural e-commerce empowering rural revitalization. It was found that rural e-commerce helps to empower rural industry revitalization, talent revitalization, cultural revitalization, ecological revitalization, and organizational revitalization by promoting the modernization and upgrading of rural industries, incubating rural talents, transmitting rural knowledge and emotions, promoting green agricultural production, and improving the construction of rural organizational systems. However, there are still practical problems in the development of rural e-commerce, such as small industrial scale, scattered distribution, weak development, insufficient growth of rural e-commerce talent team, and incomplete industry institutional norms, which constrain the construction of rural revitalization. Based on this, this article also proposes path choices for future rural e-commerce, namely: promoting agricultural transformation and rural e-commerce market synergy, strengthening rural e-commerce talent cultivation, and optimizing the rural e-commerce system environment.