Study on the Enhancement of Consumer Satisfaction in Live Broadcasting of Agricultural Products E-Commerce in S Company

在乡村振兴与数字经济融合背景下，本研究聚焦农产品电商直播领域的消费者满意度提升问题，以S公司为研究对象，通过构建包含品牌认可、产品质量、直播服务、产品价值的四维评价体系，结合377份有效问卷数据，揭示其在品牌溢价、物流包装、售后服务及价格策略方面的核心矛盾。研究提出品牌价值重构、供应链质量管控、服务响应优化及价格策略协同的提升路径，并设计组织与技术保障机制，为行业转型提供实践参考。In the context of rural revitalisation and the convergence of the digital economy., this study focuses on the improvement of consumer satisfaction in the field of agricultural e-commerce live broadcasting, taking S Company as the object of study, and reveals its core contradictions in brand premium, logistics and packaging, after-sales service and pricing strategy by constructing a four-dimensional evaluation system including brand recognition, product quality, live broadcasting service, and product value, combined with the data from 377 valid questionnaires. The study proposes the enhancement path of brand value reconstruction, supply chain quality control, service response optimisation and price strategy synergy, and designs the organisational and technical guarantee mechanism to provide practical reference for the industry transformation.