乡村振兴背景下青年“直播销售农产品”的发展困境与优化路径研究
Research on the Development Dilemmas and Optimization Paths of Youth’s “Live Streaming Sales of Agricultural Products” in the Context of Rural Revitalization

本研究基于乡村振兴战略背景，探讨了青年群体参与农产品“直播带货”的发展现状、现实困境及优化路径。研究表明，青年群体参与农产品直播带货，在经济、社会、人才培养和传承三个层面都获得了显著的成效，为乡村振兴战略的实施注入了新动能。但在此过程中，也出现了行业监管机制缺位、内容创新不足导致的同质化竞争，以及产业链配套服务不完善等问题。因此，本研究提出以下建议：一是加强专业化人才队伍建设，二是构建规范化监管长效机制，三是推进乡村产业体系优化升级，从而优化青年群体直播助农模式，为提升乡村振兴实效提供理论依据和实践指导。
This study examines the current development, practical challenges, and optimization pathways of youth participation in livestreaming sales of agricultural products within the context of rural revitalization strategy. The findings indicate that youth engagement in livestreaming sales of agricultural products has yielded significant outcomes across economic, social, and talent cultivation dimensions, injecting new momentum into the implementation of rural revitalization. However, several issues persist, including the absence of industry regulatory mechanisms, homogenized content due to insufficient innovation, and inadequate industrial chain support services. Accordingly, this study proposes the following recommendations: (1) strengthening the development of a professional talent pool, (2) establishing a standardized long-term regulatory framework, and (3) advancing the optimization and upgrading of the rural industrial system. These measures aim to refine the youth-led livestreaming model for agricultural assistance, providing both theoretical foundations and practical guidance for enhancing the effectiveness of rural revitalization.