Research on the Current Situation and Development Strategies of Agricultural Product E-Commerce Live Streaming in Wenzhou—Based on SWOT-PEST Analysis

在数字经济与乡村振兴深度融合的背景下，农产品电商直播成为农业数字化转型的重要引擎。本文以温州为研究对象，基于SWOT-PEST整合分析框架，从政策、经济、社会、技术四维环境剖析其农产品电商直播的发展现状与核心矛盾，并提出促进温州农产品电商直播高质量发展的策略意见，旨在为温州农产品电商直播提供一定的理论支撑和实践指导。Under the backdrop of the deep integration of the digital economy and rural revitalization, agricultural product e-commerce live streaming has emerged as a critical engine for the digital transformation of agriculture. This study takes Wenzhou as the research subject and employs the integrated SWOT-PEST analytical framework to examine the current development status and core challenges of its agricultural product e-commerce live streaming from four dimensions: policy, economy, society, and technology. The paper further proposes strategic recommendations to promote the high-quality development of agricultural product e-commerce live streaming in Wenzhou, aiming to provide theoretical support and practical guidance for advancing this field.