Research on Marketing Strategies of E-Commerce Live Streaming of Agricultural Products in the Context of the Digital Economy

在数字经济迅猛发展的新时代，电商直播成为了促进经济发展的新引擎，特别是在农业领域，电商直播凭借其独特的优势，为农产品的推广和销售带来了前所未有的机遇。然而与此同时，农产品电商直播营销也面临着主播素质有待加强、直播内容缺乏创新、监管体系不够完善等一系列挑战，本文旨在基于问题导向，提出开展系统培训提升主播能力、挖掘农产品故事丰富直播内涵以及健全法律法规明确各方权责等优化策略，以期为农产品电商直播的可持续发展提供一定借鉴。In the new era of rapid digital economy development, e-commerce live streaming has emerged as a new engine driving economic growth. Especially in the agricultural sector, e-commerce live streaming, with its unique advantages, has brought unprecedented opportunities for the promotion and sales of agricultural products. However, at the same time, agricultural product e-commerce live streaming marketing also faces a series of challenges, including the need to enhance the quality of anchors, the lack of innovation in live streaming content, and inadequate regulatory systems. Based on a problem-oriented approach, this paper aims to propose optimization strategies such as conducting systematic training to improve anchor capabilities, mining the stories of agricultural products to enrich the content of live streaming, and establishing sound laws and regulations to clarify the rights and responsibilities of all parties. It is hoped that these strategies can provide some reference for the sustainable development of agricultural product e-commerce live streaming.