乡村振兴背景下农产品电商直播销售的可持续发展研究

Research on the Sustainable Development of Live Selling of Agricultural Products E-Commerce in the Context of Rural Revitalization

摘要: 数字经济新业态的高速发展为农产品电商直播提供了坚实的基础和广阔的发展空间。农产品电商作为推动农业现代化和农村经济发展的重要力量，正迅速崛起并展现出强大的生命力。本文分析了农产品电商直播的优点以及农产品电商行业的现状，探寻了农产品电商直播销售的现实困境，在此基础上提出对策和建议。本文对我国电商直播行业的健康有序发展、促进乡村振兴有一定理论参考价值。

Abstract: The rapid development of the new digital economy has provided a solid foundation and a broad space for the development of live agricultural e-commerce. Agricultural products e-commerce, as an important force to promote the modernization of agriculture and the development of rural economy, is rapidly emerging and showing strong vitality. This paper analyzes the advantages of agricultural products e-commerce live broadcast and the current situation of the agricultural products e-commerce industry, explores the reality of the dilemma of agricultural products e-commerce live broadcast sales, and puts forward countermeasures and suggestions on this basis. This paper has some theoretical reference value for the healthy and orderly development of China’s e-commerce live broadcast industry and the promotion of rural revitalization.