Research on the High-Quality Development Path of Rural E-Commerce Live Broadcast under the Rural Revitalization Strategy

在乡村振兴战略纵深推进背景下，农村电商直播作为数字经济与农业农村融合的新业态，正深刻改变传统农业发展范式。其价值不仅体现在打通农产品上行通道，更成为驱动乡村产业转型、促进农民增收的关键抓手。本文立足乡村振兴时代坐标，系统解析农村电商直播的赋能机制与发展特征，直面基础设施薄弱、产业生态不健全、人才结构性短缺等现实挑战，构建涵盖硬件升级、生态重构、能力建设、模式创新的四维协同框架。研究深度聚焦区域差异，针对东部技术驱动、中部产业协同、西部生态突围等差异化需求，以及大宗产品标准化、特色产品文化赋能、文旅融合场景化等不同产品类型，提出兼具普适性与精准性的优化路径，为破解“三农”发展难题提供数字解决方案，助力农业农村现代化与共同富裕目标实现。In the context of the in-depth promotion of the rural revitalization strategy, rural e-commerce live broadcast, as a new format for the integration of digital economy and agriculture and rural areas, is profoundly changing the traditional agricultural development paradigm. Its value is not only reflected in opening up the upward channel of agricultural products, but also becoming the key to driving the transformation of rural industries and promoting farmers’ income. Based on the coordinates of the era of rural revitalization, this paper systematically analyzes the empowerment mechanism and development characteristics of rural e-commerce live broadcasting, faces practical challenges such as weak infrastructure, imperfect industrial ecology, and structural shortage of talents, and constructs a four-dimensional collaborative framework covering hardware upgrading, ecological reconstruction, capacity building, and model innovation. Focusing on regional differences, the research proposes an optimization path that is both universal and accurate, aiming at the differentiated needs of technology-driven in the east, industrial synergy in the central region, and ecological breakthrough in the west, as well as different product types such as bulk product standardization, cultural empowerment of characteristic products, and scenario-based integration of culture and tourism, so as to provide digital solutions for solving the development problems of “agriculture, rural areas, and rural areas” and help achieve the goal of agricultural and rural modernization and common prosperity.