乡村振兴背景下直播助农的发展困境与优化对策探析

Exploration of the Development Dilemma and Optimization Countermeasures of Live Streaming to Help Farmers in the Context of Rural Revitalization

在乡村振兴战略的引导下、地方政府的扶持下、电商平台的推动下以及直播达人的积极参与下,我国直播助农正呈现出欣欣向荣的发展态势,直播电商已成为推动乡村振兴的新引擎。在乡村地区大力发展直播电商有助于拓宽农产品的销售市场,改善农村基础设施及公共服务,巩固脱贫攻坚成果以实现与乡村振兴的有效衔接。但该助农模式在总体向好的发展态势中也逐渐暴露出各种问题,如直播配套设施不完善、直播人才稀缺、行业监管不到位等等。针对存在的问题,本文提出相关优化对策,以期为直播助农的可持续发展提供参考。Under the guidance of the rural revitalization strategy, the support of local governments, the promotion of e-commerce platforms and the active participation of live broadcasters, China’s live broadcasting to help farmers is showing a thriving development trend, and live broadcasting e-commerce has become a new engine to promote rural revitalization. The vigorous development of live broadcasting e-commerce in rural areas can help broaden the sales market for agricultural products, improve rural infrastructure and public services, and consolidate the results of poverty alleviation to achieve an effective connection with rural revitalization. However, the model of agricultural assistance in the overall positive development trend has gradually exposed a variety of problems, such as live supporting facilities are not perfect, live talent scarcity, industry regulation is not in place and so on. In view of the existing problems, this paper puts forward relevant optimization countermeasures, in order to provide reference for the sustainable development of live broadcasting to help farmers.