Analysis of the Path and Current Situation of Rural E-Commerce Supporting the Revitalization of Rural Industries—Taking Lishui District in Nanjing City as an Example

电商直播作为一种新兴的商业业态，正逐渐成为推动乡村振兴的重要力量。其核心作用机制在于借助直播平台，将农产品直接推向广阔的消费市场，从而有效缩短了传统销售环节中冗长的供应链条。这种模式不仅降低了成本，还能让农民直接与消费者对接，实现农产品的快速流通，进而助力乡村经济的振兴。然而，在实际操作过程中，农村电商直播的发展仍面临诸多困境。本文以江苏省南京市溧水区为例，探析该地区的农村电商发展现状，深入剖析农村电商直播在助力乡村振兴过程中所面临的挑战，并探讨其有效的发展路径。旨在为乡村振兴提供新的思路和策略，推动农村电商直播的可持续发展，助力乡村经济的繁荣。As a new commercial format, e-commerce live broadcasting is gradually becoming an important force to promote rural revitalization. Its core mechanism lies in the direct promotion of agricultural products to the broad consumer market with the help of the live broadcast platform, which effectively shortens the lengthy supply chain in the traditional sales link. This model not only reduces the cost, but also allows farmers to connect with consumers directly, so as to realize the rapid circulation of agricultural products, and then help the revitalization of the rural economy. However, in the actual operation process, the development of rural e-commerce live broadcasting still faces many difficulties. Taking Lishui District, Nanjing, Jiangsu Province as an example, this paper analyzes the current situation of rural e-commerce development in this area, deeply analyzes the challenges faced by rural e-commerce live broadcasting in helping rural revitalization, and discusses its effective development path. It aims to provide new ideas and strategies for rural revitalization, promote the sustainable development of rural e-commerce live broadcasting, and help the prosperity of rural economy.