The Value, Problems, and Optimization Path of Rural E-Commerce Live Streaming Empowering Rural Revitalization

乡村振兴是现阶段我国发展的重要战略方向之一，而农村电商直播则是赋能乡村振兴的关键一环。本文深入分析农村电商直播在拓宽农产品销售路径、降低营销成本、提升农村就业率、优化农业产业结构等方面的重要价值，并指出农村电商直播赋能乡村振兴的过程中面临的问题。基于此，尝试从政策、平台、产业链、人才四个维度提出相应优化路径，旨在助力农村电商直播赋能乡村振兴的过程中找到优化路径。Rural revitalization is one of the important strategic directions for China’s current development, and rural e-commerce live streaming is a key link in empowering rural revitalization. This article deeply analyzes the important value of rural e-commerce live streaming in expanding the sales channels of agricultural products, reducing marketing costs, improving rural employment rates, and optimizing the agricultural industry structure. It also points out the problems faced by rural e-commerce live streaming in empowering rural revitalization. Based on this, we attempt to propose corresponding optimization paths from four dimensions: policy, platform, industry chain, and talent, aiming to help rural e-commerce live streaming empower the process of rural revitalization and find optimization paths.