Research on the Promotion Strategies of Live-Streaming E-Commerce Empowering Rural Industrial Revitalization from the Perspective of New Quality Productivity

随着数字技术的快速发展，直播电商作为新质生产力要素正成为推动乡村产业振兴的重要力量。当前，许多乡村地区从劳动者、劳动资料、劳动对象三个维度认识到直播电商的多重优势，包括拓宽销售渠道，降低营销成本；整合资源要素，盘活乡村经济；提升产品价值，推广品牌形象等具体方面。但是直播电商在乡村的运用仍然面临着农户数字素养滞后、专业运营人才供给失衡、物流设施基础薄弱、平台长效赋能机制缺位、品牌建设市场效应不足的问题。针对以上情况，提出校政企“三位一体”、数智供应链“协同合作”、打造“一村一品”品牌战略的推广策略。With the rapid development of digital technology, live-streaming e-commerce, as a new quality productivity element, is becoming an important force driving the revitalization of rural industries. Currently, many rural areas have recognized the multiple advantages of live-streaming e-commerce from three dimensions: laborers, means of production, and objects of labor. These advantages include broadening sales channels and reducing marketing costs; integrating resource elements and invigorating the rural economy; enhancing product value and promoting brand image, among other specific aspects. However, the application of live-streaming e-commerce in rural areas still faces problems such as lagging digital literacy among farmers, an imbalance in the supply of professional operation talents, weak logistics infrastructure, the absence of a long-term empowerment mechanism on platforms, and insufficient market effects of brand building. In response to these situations, strategies for promotion are proposed, including a “trinity” of schools, governments, and enterprises, “cooperative collaboration” in digital supply chains, and the creation of a “one village, one product” brand strategy.