Research on the Status Quo and Countermeasures of Agricultural Products Live Delivery in the Digital Economy Era

数字经济时代，农产品直播带货成为乡村振兴新引擎，但面临诸多挑战。研究发现，当前农产品直播带货存在参与农户比例低、主体年轻化、旅游村与普通农村差异显著等现状。同时，专业人才匮乏、冷链物流不完善、营销形式单一等问题突出。为此，需构建“引育结合”人才培养体系，完善冷链物流基础设施，打造“内容 + 技术 + 运营”营销矩阵。通过政企校协同、技术创新与模式优化，推动农产品直播带货可持续发展，助力乡村经济数字化转型。In the digital economy era, live-streaming sales of agricultural products have become a new engine for rural revitalization, but they face numerous challenges. Research has found that current live-streaming sales of agricultural products suffer from low participation rates among farmers, a predominantly young demographic, and significant differences between tourist villages and ordinary rural areas. Additionally, there are prominent issues, such as a lack of specialized talent, inadequate cold chain logistics, and limited marketing formats. To address these challenges, it is necessary to establish a “combination of introduction and cultivation” talent development system, improve cold chain logistics infrastructure, and create a marketing matrix that integrates “content + technology + operations”. By promoting collaboration among government, enterprises, and schools, along with technological innovation and model optimization, we can drive the sustainable development of live-streaming sales of agricultural products. We will help transform the rural economy into a digital one.