Research on the Cultivation Path of E-Commerce Live Streaming Talents in Colleges and Universities under the Background of Digital Economy

数字经济时代，数字技术和经济发展的深度融合加速了互联网产业进程，带动了诸如直播电商行业的快速发展，并通过技术支撑和平台整合，驱动直播电商向更高形态升级。各种直播平台、社交平台涌进电商行业，形成直播电商产业火爆的局面。然而，全民参与构成直播电商产业的新特征，使得当前直播带货市场准入门槛较低，直播行业经常出现乱象。作为承担人才培养和社会服务两大基本职能的高校，面对数字经济时代对高校电商专业人才培养提出的更高要求，应当积极参与探索电商人才培养路径，促进电商行业健康发展，缓解高等院校学生就业压力。In the digital economy era, the deep integration of digital technology and economic development has accelerated the Internet industry’s growth, leading to the rapid development of live-broadcasting e-commerce and driving it to a higher level through technological support and platform integration. Various live and social platforms have flooded the e-commerce industry, creating a booming live e-commerce market. However, everyone’s participation constitutes a new feature of the live-broadcasting e-commerce industry, which lowers the market access threshold for live broadcasting with goods and often causes the industry to appear chaotic. As a university that undertakes the basic functions of cultivating talent and providing social services, it should actively participate in exploring the path of cultivating e-commerce professionals in the digital economy era. This will promote the healthy development of the e-commerce industry and ease the employment pressure on students of higher education institutions.