The Optimization Path of Rural E-Commerce Live Broadcast Development under the Background of Rural Comprehensive Revitalization

乡村全面振兴背景下的农村电商直播显示出巨大潜能，但在发展过程中还存在着产品质量参差不齐与直播内容同质化、主播专业素质不足与协同团队尚未形成、农村冷链物流体系与数字网络设施不健全等问题。为更好发挥农村电商直播在乡村全面振兴中的积极作用，需要落实监管，提升农产品质量并优化直播内容形式、加强人才储备，引进外部人才和培养内部人才并行、完善基础设施，健全冷链物流运输网并畅通数字网络，以推动农村电商直播高质量发展。Under the background of rural comprehensive revitalization strategy, rural e-commerce live broadcast shows great potential, but in the process of development, there are still some problems, such as uneven product quality and homogenization of live broadcast content, insufficient professional quality of anchors and lack of teamwork, imperfect rural cold chain logistics system and digital network facilities. In order to give full play to the positive role of rural e-commerce live broadcast in the overall revitalization of rural areas, it is necessary to implement supervision, improve the quality of agricultural products, optimize the content and form of live broadcast, strengthen the talent pool, introduce external talents and cultivate internal talents in parallel, improve the infrastructure, improve the cold chain logistics transportation network and smooth the digital network, so as to promote the high-quality development of rural e-commerce live broadcast.