Research on the Problems and Countermeasures of Live-Streaming for Agricultural Assistance in the Context of Digital Economy

近年来，随着数字经济的蓬勃发展，推动了我国经济结构的转型升级。在这一背景下，直播电商行业逐渐崛起，并催生出了“直播助农”这一新型商业模式，也为乡村产业振兴开辟了新路径。直播助农不仅有效地拓宽了农产品的销售渠道，也推动了农业生产方式的数字化转型，助力乡村振兴步入高质量发展的新阶段。然而，在这一过程中，直播助农仍面临着诸如直播内容缺乏创新性、产品质量与直播效果不符以及主播专业素养不足等问题与挑战。针对上述问题，要采取培育地域品牌特色、增强市场监督管理力度以及打造专业主播团队等对策，推动电商直播助农健康发展。In recent years, with the vigorous development of the digital economy, China’s economic structure has undergone a transformation and upgrading. Against this backdrop, the live-streaming e-commerce industry has gradually emerged and given rise to a new business model called “live-streaming for agricultural assistance”, opening up a new path for rural industrial revitalization. Live-streaming for agricultural assistance not only effectively broadens the sales channels for agricultural products, but also promotes the digital transformation of agricultural production methods, helping rural areas enter a new stage of high-quality development. However, during this process, live-streaming for agricultural assistance still faces problems and challenges such as the lack of innovation in live-streaming content, inconsistency between product quality and live-streaming effect, and insufficient professional quality of the hosts. To address these issues, measures such as cultivating regional brand characteristics, strengthening market supervision, and building a professional host team should be taken to promote the healthy development of e-commerce live-streaming for agricultural assistance.