Three-Dimensional Analysis of the Empowerment of Rural Revitalization by E-Commerce Live Streaming: Value, Dilemmas and Paths

电商直播与农业的融合，对乡村振兴产生了显著的赋能效应。它通过拓宽产品销售渠道、促进产业升级、推动文化发展助力乡村发展。然而，实践中也面临新农人发展失范、产业现代化滞后、平台流量逻辑消解文化等困境。针对这些问题，需通过加强产品品牌化、产业规模化、人才专业化等路径优化解决，从而更好地发挥电商直播的赋能作用。The integration of e-commerce live streaming and agriculture has produced a significant empowerment effect on rural revitalization. It contributes to rural development by expanding product sales channels, promoting industrial upgrading, and facilitating cultural development. However, in practice, it also faces dilemmas such as the unregulated development of new farmers, the lag in industrial modernization, and the erosion of culture by the platform’s traffic logic. To address these issues, it is necessary to optimize and solve them through paths such as strengthening product branding, industrial scale-up, and talent professionalization, so as to better leverage the empowerment role of e-commerce live streaming.