电商直播助力特色农产品销售困境与突破路径研究——以南京市江宁区为例
Study on the Dilemma and Breakthrough Path of Live-Streaming E-Commerce to Help Sales of Specialty Agricultural Products—A Case Study of Jiangning District in Nanjing

直播电商作为一种新兴的商业模式，为农产品销售和乡村振兴提供了新的思路和途径。本研究以南京市江宁区特色农产品直播电商为研究对象，分析了直播电商在助力农产品销售中的困境与突破路径。研究发现，江宁区在直播电商领域取得了一定成效，但面临品牌建设不足、供应链体系不完善、专业人才短缺等问题。通过构建线上线下融合的多渠道销售体系、完善供应链体系、深化品牌建设、强化人才培养等多元化策略，江宁区特色农产品直播电商在实践中取得了一定成效。未来，江宁区应继续探索直播电商与农业产业的深度融合，通过政策支持、技术创新、人才培养等手段，提升农产品品牌的市场竞争力和直播电商的可持续发展能力。研究结果表明，直播电商是推动农产品销售和乡村振兴的重要手段，但其发展需要多方面的支持和优化。
Live-streaming e-commerce, as an emerging business model, provides new ideas and approaches for agricultural product sales and rural revitalization. This study focuses on the live-streaming e-commerce of specialty agricultural products in Jiangning District, Nanjing City, analyzing the dilemma and breakthrough paths of live-streaming e-commerce in promoting agricultural product sales. The research finds that while Jiangning District has achieved certain results in the field of live-streaming e-commerce, it still faces issues such as insufficient brand development, an incomplete supply chain system, and shortages of professional talent. By constructing an integrated online and offline multi-channel sales system, improving the supply chain system, deepening brand development, and strengthening talent cultivation, live-streaming e-commerce for specialty agricultural products in Jiangning District has achieved some practical results. In the future, Jiangning District should continue to explore the deep integration of live-streaming e-commerce and agricultural industries, and enhance the market competitiveness of agricultural product brands and the sustainable development capacity of live-streaming e-commerce through policy support, technological innovation, and talent development. The research results indicate that live-streaming e-commerce is an important means to promote agricultural product sales and rural revitalization, but its development requires support and optimization from multiple aspects.