直播带货助力乡村振兴的发展现状、问题及策略研究

Research on the Development Status, Problems, and Strategies of Live Streaming Sales to Assist Rural Revitalization

随着信息技术和数字经济的蓬勃发展,直播带货作为乡村振兴的重要切入口,在扩大农产品销售渠道、带动就业和增加收入、推动乡村旅游业发展方面发挥着不可或缺的作用,对于实现乡村地区脱贫攻坚、乡村振兴发展具有重要价值。本文分析如今直播电商现状:官员开启新模式、第三方平台支持、直播品类逐渐增加,发现在其蓬勃发展的同时,也存在品牌意识与形象模糊、销售方式与内容固化、专业人才与技能缺乏的问题,为此,提出注重品牌化建设、创新直播模式与手段、培育优秀直播电商人才的对策,以期帮助直播电商更好地服务乡村经济建设,助力乡村振兴。With the vigorous development of information technology and digital economy, live streaming sales, as an important entry point for rural revitalization, play an indispensable role in expanding agricultural product sales channels, driving employment and increasing income, and promoting the development of rural tourism. It has an important value for achieving poverty alleviation and rural revitalization in rural areas. This article analyzes the current situation of live streaming e-commerce: officials have opened up new models, third-party platform support, and live streaming categories are gradually increasing. It is found that while it is flourishing, there are also problems such as brand awareness and image blur, sales methods and content solidification, and a lack of professional talents and skills. Therefore, measures are proposed to focus on brand building, innovate live streaming models and methods, and cultivate excellent live streaming e-commerce talents, in order to help live streaming e-commerce better serve rural economic construction and promote rural revitalization.