Analysis of Strategies to Promote Rural Industry Revitalization with Agricultural Products E-Commerce Live Broadcasting

农产品电商直播作为推动乡村产业振兴的重要力量，具有打破地域限制、降低交易成本及促进基础设施提升等优势，但也面临农产品质量控制难、物流配送与冷链运输不健全及农民数字技能和电商知识不足等挑战。为充分发挥农产品电商直播的优势，可通过建立差异化质量监管体系、优化物流冷链设施与加强农民电商培训与教育等策略，助力乡村产业振兴。Agricultural product e-commerce live streaming is a crucial force in promoting rural industrial revitalization, offering advantages such as breaking geographical barriers, reducing transaction costs, enhancing interactivity, and boosting infrastructure development. However, it also faces challenges like difficulty in controlling agricultural product quality, inadequate logistics and cold chain transportation, lack of innovation in live streaming content and marketing strategies, and insufficient digital skills and e-commerce knowledge among farmers. To fully leverage the strengths of agricultural product e-commerce live streaming, strategies such as establishing a quality super-vision system, optimizing logistics and cold chain facilities, innovating live streaming content and marketing strategies, and strengthening e-commerce training and education for farmers can be employed to support rural industrial revitalization.