数字经济背景下电商直播带货农产品现象研究
Research on the Phenomenon of E-Commerce Live Streaming Agricultural Products under the Background of Digital Economy

互联网技术的不断发展和进步，推动着数字经济逐渐发展成为社会经济的主要趋势，数字经济逐渐成为农村建设、“三农”工作有效开展的主要着力点，而要解决中国“三农”问题，振兴乡村是一条必经之路，因此数字经济在推动乡村振兴战略有效实施过程中发挥着极其重要的作用，其中成果最突出的就是电商直播带货农产品。本文通过梳理农产品直播带货的相关理论文献和实践成果，认识到通过直播带货的方式销售农产品符合数字经济背景下的社会发展趋势。但同时，农村的基础设施、村民的文化素养等能力的不足以及在实践中农产品质量和价格监管、主播素养以及直播平台监管问题等方面带来的掣肘难题仍旧阻碍了农村数字经济的发展。因此，本文从优化农产品质量监管、建立健全直播平台管理体系和增强网络主播准入的监管等方面提出相关建议，以突破目前现存困境，助力农村数字经济发展。
The continuous development and progress of Internet technology has promoted the digital economy to gradually develop into the main trend of social economy, and the digital economy has gradually become the main focus of rural construction and the effective development of “three rural areas”, and to solve China’s “three rural areas” problem, revitalizing the countryside is a necessary way, so the digital economy plays an extremely important role in promoting the effective implementation of the rural revitalization strategy, and the most prominent results are e-commerce live streaming agricultural products. By combing through the relevant theoretical literature and practical results of live streaming of agricultural products, this paper recognizes that the sale of agricultural products through live streaming is in line with the social development trend in the context of digital economy. However, at the same time, the lack of rural infrastructure, villagers’ cultural literacy and other capabilities, as well as the constraints caused by the supervision of agricultural product quality and price, anchor literacy and live streaming platform supervision in practice, still hinder the development of the rural digital economy. Therefore, this paper puts forward relevant suggestions from the aspects of optimizing the quality supervision of agricultural products, establishing and improving the management system of live streaming platforms, and strengthening the supervision of online anchor access, so as to break through the current existing difficulties and help the development of rural digital economy.