Research on the Development Dilemma and Countermeasures of Live Broadcast E-Commerce of Special Agricultural Products—Taking Bancheng Town, Sihong County as an Example

党的二十大报告指出，全面建设社会主义现代化国家，最艰巨最繁重的任务仍然在农村，要坚持农业农村优先发展，全面推进乡村振兴。随着互联网技术的飞速发展，和各大电商平台的相继崛起，电商直播为农产品销售提供了新渠道，为农村产业发展注入了新活力，成为乡村振兴的新引擎。然而，由于农村电商人才的稀缺、农产品的特殊属性以及电商平台不断变化的规则等一系列问题的存在，特色农产品电商直播发展面临困境。本文以泗洪县半城镇为例，深入分析当地农产品电商直播面临的困境，并提出相应的对策建议，旨在为推动特色农产品电商直播的发展，实现乡村振兴提供参考。The report of the 20th National Congress of the Communist Party of China pointed out that the most arduous and arduous task of building a modern socialist country in an all-round way is still in the rural areas, and it is necessary to adhere to the priority development of agriculture and rural areas and comprehensively promote rural revitalization. With the rapid development of Internet technology and the successive rise of major e-commerce platforms, e-commerce live broadcasts have provided a new channel for the sale of agricultural products, injected new vitality into the development of rural industries, and become a new engine for rural revitalization. However, due to a series of problems such as the scarcity of rural e-commerce talents, the special attributes of agricultural products, and the ever-changing rules of e-commerce platforms, the development of e-commerce live broadcast of special agricultural products is facing difficulties. Taking the Bancheng Towns of Sihong County as an example, this paper deeply analyzes the dilemma faced by the local agricultural product e-commerce live broadcast, and puts forward corresponding countermeasures and suggestions, aiming to provide a reference for promoting the development of e-commerce live broadcast of special agricultural products and realizing rural revitalization.