数字经济视域下直播助农的发展路径研究

Research on the Development Path of Live Broadcast to Help Farmersfrom the Perspective of Digital Economy

为进一步推进数字乡村建设,促进农副产品直播带货规范健康发展,综合运用文献研究法和社会调查法,考察了后疫情时代直播带货助农现状以及面临的问题。研究表明,直播助农在助力精准扶贫精准脱贫过程中起到了关键作用,但仍然存在行业标准化水平不高、产品品牌化建设投入不足、产业规模化有待提升、机制常态化有待建立等问题。基于上述分析,提出了应加强规范体制机制、推动产业发展品牌化、构建数字化转型新业态、完善供应链配套服务等相关对策建议,以期对助力乡村振兴以及实现农业农村现代化有所贡献。

In order to further promote the construction of digital villages and promote the healthy development of live broadcast delivery of agricultural and sideline products,the literature research method and social survey method were comprehensively used to investigate the current situation and problems of live broadcast delivery to help far-mers in the post-epidemic era.Research shows that live broadcasting has played an important role in promoting targeted poverty alleviation,but there are still problems such as low level of industry standardization,insufficient investment in product branding.Industrial scale needs to be improved and mechanism normalization needs to be established.Based on the above analysis,relevant countermeasures and suggestions are put forward,such as strengthening the standard system and mechanism,promoting the branding of industrial development,building a new format of di-gital transformation,and improving the supply chain supporting services,in order to contribute to the rural revitalization and the realization of agricultural and rural modernization.