数字经济背景下农产品电商直播发展路径研究
Research on the Development Path of Agricultural Products E-Commerce Live Broadcasting under the Background of Digital Economy

随着互联网技术的飞速发展，电商直播作为一种新的销售方式日渐兴起，并逐渐取代传统销售方式成为农产品销售的主要渠道，农村电商成为农村产业新的发展方向。电商直播的发展不仅为消费者提供了更为便捷的消费方式，也为农民创造了新的经济收入来源，同时也为促进农村产业转型升级，增加就业，实现乡村振兴提供了行之有效的路径。农产品电商直播在数字经济背景下快速发展，尽管各地政府积极出台相关政策鼓励支持地方特色农产品出村进城，但是目前农产品电商直播发展依然面临着众多困境。本文通过阐述数字经济背景下农产品电商直播发展的价值和发展现状，分析我国现阶段农产品电商直播发展面临的困境，提出了数字经济背景下农产品电商直播发展的策略。
With the rapid development of Internet technology, e-commerce live broadcast is emerging as a new sales method, and gradually replacing the traditional sales method to become the main channel of agricultural product sales, rural e-commerce has become a new development direction for rural industries. The development of live e-commerce not only provides consumers with a more convenient way to consume, but also creates new sources of economic income for farmers, and provides an effective method for promoting the transformation and upgrading of rural industries, increasing employment, and realizing rural revitalization. Agricultural e-commerce live broadcasting is developing rapidly in the context of digital economy. Although local governments have actively introduced relevant policies to encourage and support local characteristic agricultural products out of villages and into cities, the development of agricultural e-commerce live broadcasting is still facing many difficulties. This paper expounds on the value and development status of live broadcasting of agricultural products e-commerce under the background of digital economy, analyzes the difficulties faced by the development of live broadcasting of agricultural products in our country at the present stage, and puts forward some strategies for the development of live broadcasting of agricultural products under the background of digital economy.