数字乡村视域下直播电商赋能乡村振兴的价值意蕴与路径探索
The Value Implications and Path Exploration of Live-Streaming E-Commerce Empowering Rural Revitalization from the Perspective of Digital Village

在“数字乡村”战略实施背景下，直播电商作为农业农村现代化转型的重要引擎，为乡村振兴带来了新的发展机遇。本文基于“价值–困境–路径”的逻辑框架，分析直播电商在乡村振兴中的作用。研究发现，直播电商有助于构建现代农业农村体系；促进农民就近就业增收；提升农业资源利用效率。然而，当前发展面临基础设施短板待补、场景内容创新不足、专业人才缺口凸显、监管机制亟待健全的困境。基于此，提出完善基础设施建设、创新云端传播模式、构建人才支撑体系、建立协同监管机制等路径，推动直播电商与乡村振兴战略深度融合，助力农业农村高质量发展。
In the context of the implementation of the “digital village” strategy, live streaming e-commerce, as an important engine for the modernization transformation of agriculture and rural areas, brings new opportunities for rural revitalization. This article analyzes the role of live streaming e-commerce in rural revitalization based on the logical framework of “value-dilemma-path”. Research has found that live streaming e-commerce can build a modern agricultural and rural system; promote nearby employment and income increase for farmers and improve the efficiency of agricultural resource utilization. However, the current development is facing challenges such as inadequate infrastructure, insufficient innovation in scene content, prominent shortage of professional talents, and urgent need to improve regulatory mechanisms. Based on this, it is proposed to improve infrastructure construction, innovate cloud communication models, build a talent support system, and establish a collaborative supervision mechanism to promote the deep coupling of live streaming e-commerce and rural revitalization strategies, and help promote high-quality development of agriculture and rural areas.