新农商经济中的逆城市化现象、问题与治理策略——以直播带货为例

The Phenomenon, Issues, and Governance Strategies of Inverse Urbanization in the New Agricultural Business Economy—A Case Study of Livestream E-Commerce

逆城市化是城市化发展的自然结果,也是乡村振兴战略的重要组成部分。直播带货作为新兴电子商务模式,不仅改变了农产品销售模式,还重塑了农村社会经济结构,吸引了人才和资本流向农村。然而,这种模式也带来了农产品市场饱和、同质化竞争、土地资源破坏等问题,对农业生产的可持续性发展造成挑战。乡村直播带货应促进农产品多样化销售、全过程展示、挖掘产品本土文化特色、对人才进行数字技能培训,以减少直播带货逆城市化的负面影响。Inverse urbanization is a natural outcome of urbanization development and an important component of the rural revitalization strategy. Livestream e-commerce, as an emerging e-commerce model, has not only transformed the sales model of agricultural products but also reshaped the socio-economic structure of rural areas, attracting talent and capital to the countryside. However, this model has also brought about issues such as market saturation of agricultural products, homogeneous competition, and degradation of land resources, posing challenges to the sustainable development of agricultural production. Rural livestream e-commerce should promote the diversified sale of agricultural products, showcase the entire production process, explore the local cultural characteristics of products, and provide digital skills training for talent to mitigate the negative impacts of inverse urbanization associated with livestream e-commerce.