Research on the Marketing Dilemmas and Optimization Strategies for the Development of Agricultural E-Commerce Livestreaming under the Rural Revitalization Strategy

在数字经济加速发展的背景下，农产品电商直播逐渐成为推动农业转型与乡村振兴的重要引擎。其互动性、真实性与实时性提升了消费者的购物体验，重塑了农产品营销模式。本文分析了农产品电商直播的五大优势，包括渠道拓展、社交连接、供应链优化、成本控制与乡村形象塑造。在此基础上，指出当前发展中仍存在内容同质化、主播专业性不足、供应链体系薄弱、平台监管不力等问题。为此，文章从内容、人才、供应链与治理四个层面提出优化路径，旨在推动农产品电商直播的规范化、可持续发展，为实现农业现代化与乡村振兴提供理论支持与实践参考。With the rapid development of the digital economy, agricultural product e-commerce livestreaming has become a vital engine driving agricultural transformation and rural revitalization. Its interactivity, authenticity, and real-time engagement enhance the shopping experience and reshape agricultural marketing models. This paper analyzes five key advantages of e-commerce livestreaming for agricultural products: expanding sales channels, building social connections, optimizing supply chains, reducing sales costs, and enhancing rural image. However, challenges remain, including content homogenization, insufficient professionalism of streamers, underdeveloped supply chains, and weak platform supervision. To address these issues, this study proposes optimization strategies across four dimensions: content innovation, talent cultivation, supply chain coordination, and regulatory improvement. The research aims to support the standardized and sustainable development of agricultural e-commerce livestreaming, offering theoretical and practical insights for advancing agricultural modernization and rural revitalization.