乡村振兴背景下直播带货的发展困境与优化路径研究

Research on the Development Dilemma and Optimization Path of Live Streaming Sales under the Background of Rural Revitalization

近年来,农业电商和直播销售模式在农村地区迅速兴起,手机成为农民的新型工具,而直播销售则成为新的农业活动,为乡村振兴注入新动力。由于农产品适合团购,且直播销售往往引发消费者的即时购买行为,这种销售方式具有交互性强、购物体验真实以及能增加农产品价值等优势,因此,直播带货成为一个研究重点。尽管如此,当前直播带货仍面临产品质量参差不齐、品牌意识淡薄、缺乏专业直播人才和完善的物流系统等问题。本研究旨在探讨在乡村振兴的大背景下,如何通过直播电商推动产业振兴。通过比较分析现有路径,并将理论研究与实证研究紧密结合,本文旨在探索并创建一个更加完善、具有广泛适用性的直播带货机制,以助力乡村振兴。In recent years, agricultural e-commerce and live streaming sales models have rapidly emerged in rural areas, with smartphones becoming a new tool for farmers, and live streaming sales turning into a novel agricultural activity, injecting new vitality into rural revitalization. Given that agricultural products are suitable for group purchases and live streaming sales often trigger immediate buying behavior among consumers, this sales method boasts advantages such as strong interactivity, authentic shopping experience, and the ability to enhance the value of agricultural products. Therefore, live streaming sales have become a focal point of research. Nevertheless, the current state of live streaming sales still faces issues such as inconsistent product quality, weak brand awareness, lack of professional live streaming talent, and an imperfect logistics system. This study aims to explore how to promote industrial revitalization through live streaming sales against the backdrop of rural revitalization. By comparing and analyzing existing paths and closely integrating theoretical and empirical research, this paper seeks to explore and create a more comprehensive and widely applicable live streaming sales mechanism to aid rural revitalization.