Research on Rural E-Commerce Live Streaming Strategies in the Digital Economy Era

数字经济与乡村振兴背景下，农村电商直播成为农业现代化的重要途径。本文揭示其发展中面临的基础设施滞后、主体能力不足等问题，提出构建“政府引导、技术赋能、多方协同”的发展框架：强化政策倾斜与基建投入，推动平台资源下沉与生态共建，通过技术应用优化供应链与内容创新，并建立农户利益联结机制。案例研究表明，挖掘文化价值、构建智慧供应链体系可突破“低价内卷”，实现转型升级。研究局限在区域差异与政策长效性，未来可探索元宇宙技术与跨境电商融合路径。Under the background of digital economy and rural revitalization, rural e-commerce live streaming has become an important way for agricultural modernization. This article reveals the problems faced in its development, such as lagging infrastructure and insufficient main capacity. It proposes to construct a development framework of “government guidance, technological empowerment, and multi-party collaboration”: strengthening policy tilt and infrastructure investment, promoting platform resource sinking and ecological co-construction, optimizing supply chain and content innovation through technological application, and establishing a mechanism for linking farmers’ interests. Case studies have shown that exploring cultural values and building a smart supply chain system can break through the “low price competition” and achieve transformation and upgrading. The research is limited to regional differences and the long-term effectiveness of policies. In the future, we can explore the integration path of metaverse technology and cross-border e-commerce.