乡村振兴背景下民族地区电商带货模式创新路径探析——以广西南宁市马山县为例

Exploring the Innovation of Models of Live E-commerce in Ethnic Areas under the Background of Rural Revitalization--Taking Mashan County of Nanning City in Guangxi as an Example

随着国家逐渐加大对农产品电商的支持力度,线上销售农产品取得了惊喜的成绩,全民电商带货对民族地区来说是一个发展契机,但在民族地区,电商带货模式路径中出现的问题具有特殊性。本文将民族地区特殊性问题和农产品电商带货的普遍性问题相结合,以广西南宁市马山县为例,通过文献资料法、社会调查研究法,探析乡村振兴背景下民族地区电商带货模式存在的问题,并思考民族地区特色电商带货模式创新路径的形成,以高质量发展推动共同富裕。

With the gradual increase of national support in e-commerce for agricultural products, online sales of agricultural products have made surprising achievements. The wider promotion of goods sales through live-streaming is a development opportunity for ethnic regions, but the problems arising have special characteristics in the aspect of the selling models in ethnic regions. Through the literature method and social survey research method, this paper takes Mashan County, Nanning City in Guangxi as an example, combines the special problems of ethnic regions and the universal problems of live e-commerce agricultural products to explore the problems of the model of live e-commerce in ethnic regions under the background of rural revitalization. It also considers the formation of an innovative path of live e-commerce with characteristics of ethnic regions to promote common prosperity with high-quality development.