%0 Journal Article
%T 数商兴农背景下中国农产品直播带货存在的问题及对策
Problems and Countermeasures of Live-Streaming E-Commerce of Chinese Agricultural Products under the Background of Promoting Rural Revitalization through Digital Quotient Development
%A 张雨昕
%J E-Commerce Letters
%P 117-121
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451247
%X 随着信息技术的迅猛发展，数字经济逐渐成为全球经济增长的新动力。农业作为国民经济的基础产业，也迎来了数字化转型的重要机遇。数字技术和数据要素在农业领域的应用，推动了农村商务的发展，促进了农业生产和产业的振兴。在“数商兴农”战略背景下，农产品直播带货作为一种新兴的农产品销售模式，为农村经济发展注入了新的活力。本研究剖析了农产品直播带货现状，识别农产品直播带货在促进乡村产业融合发展、扩大农产品销售渠道、缩小城乡数字鸿沟等方面的价值作用，并针对当前乡村农产品直播带货存在的问题提出了解决策略。研究结果表明，通过加强农产品直播人才培训、完善农产品物流基础设施及打造特色农产品品牌等措施，可以有效提升农产品直播带货的竞争力，促进农村电商产业的健康发展，进而推动乡村振兴战略的实施。本研究对于指导农产品直播带货实践、推动农村电商产业可持续发展具有重要的参考价值。
With the rapid development of information technology, the digital economy has gradually become a new driving force for global economic growth. As the basic industry of the national economy, agriculture has also ushered in an important opportunity of digital transformation. The application of digital technology and data elements in the agricultural field has promoted the development of rural business and promoted the revitalization of agricultural production and industry. Under the background of the strategy of “developing agriculture”, the live broadcasting of agricultural products, as an emerging sales model of agricultural products, has injected new vitality into the development of rural economy. This study analyzes the current situation of agricultural products live delivery, identifies the value role of agricultural products live delivery in promoting the integrated development of rural industries, expanding the sales channels of agricultural products, and narrowing the digital divide between urban and rural areas, and puts forward strategies to solve the current problems of rural agricultural products live delivery. The research results show that by strengthening the training of agricultural products live broadcasting talents, improving the logistics infrastructure of agricultural products and building the brand of characteristic agricultural products, it can effectively enhance the competitiveness of agricultural products live broadcast, promote the healthy development of rural e-commerce industry, and then promote the implementation of rural revitalization strategy. This study has important reference value for guiding the practice of live agricultural products live and promoting the sustainable development of rural e-commerce industry.
%K 数商兴农，
%K 直播带货，
%K 乡村农产品
Promoting Agriculture through Digital Commerce
%K Live Streaming Sales
%K Rural Agricultural Products
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=113768