农产品电商直播助力乡村振兴的现实困境与优化路径
The Realistic Dilemma and Optimization Path of Agricultural Products E-Commerce Live Broadcast to Help Rural Revitalization

作为一种新兴的商品营销模式，农产品电商直播为乡村振兴注入了一股活力。本文首先从拓宽农产品销售渠道、增加农民群体收入以及拉动农村地区就业三个方面分析了农产品电商直播之于乡村振兴的重要意义；其次，从电商直播专业人才缺乏、物流配套体系不健全以及农产品品牌缺乏有效竞争力三个方面阐述了当前乡村振兴背景下农产品电商直播存在的一些困境；最后，结合具体问题提出了一些针对性的优化策略。
As an emerging commodity marketing model, live broadcast of agricultural products e-commerce has injected vitality into rural revitalization. Firstly, this paper analyzes the significance of live broadcast of agricultural products in rural revitalization from three aspects: expanding the sales channels of agricultural products, increasing the income of farmers and stimulating the employment of rural areas. Secondly, from the lack of e-commerce live broadcast professionals, logistics supporting system is not perfect, and the lack of effective competitiveness of agricultural products brands in the context of rural revitalization, the paper expounds some difficulties existing in the current agricultural products live broadcast e-commerce. Finally, some targeted optimization strategies are put forward according to the specific problems.