摘要
2025年2月23日发布的中央一号文件,以进一步深化农村改革、扎实推进乡村全面振兴为核心主题,明确提出“推动农村电商高质量发展”。近年来,随着网络信息技术的飞速发展,“互联网+”已为乡村振兴注入新活力、带来新机遇、插上腾飞的翅膀。作为数字经济催生的新业态,直播电商为农村经济发展带来了深刻变革,引领农村经济跃上新台阶。然而,在农村直播电商蓬勃发展的进程中,人才匮乏、农产品品牌建设滞后、直播配套设施不完善等问题日益凸显,成为制约农村经济健康发展的瓶颈。本文基于乡村振兴视域,以山东省曲阜市为研究样本,围绕农村直播电商展开系统研究,深入探究其发展的重要价值、面临的现实挑战及优化路径,旨在为推动农村直播电商高效助力乡村全面振兴提供思路,助力书写中国农业强、农村美、农民富的复兴新篇章。
The No.1 Central Document released on February 23,2025,centers on further deepening rural reform and advancing comprehensive rural revitalization.It explicitly proposes“promoting the high-quality development of rural e-commerce.”In recent years,with the rapid advancement of internet and information technologies,the“Internet Plus”model has injected new vitality into rural revitalization,bringing unprecedented opportunities and empowering rural development.As a new business model born from the digital economy,livestream e-commerce has profoundly transformed rural economic development and elevated it to a new level.However,alongside its rapid growth,livestream e-commerce in rural areas faces mounting challenges,including talent shortages,lagging agricultural product branding,and insufficient supporting infrastructure—bottlenecks that hinder the healthy development of the rural economy.Taking Qufu City in Shandong Province as a case study,this paper conducts a systematic investigation into rural livestream e-commerce from the perspective of rural revitalization.It explores its developmental value,identifies key challenges,and proposes optimization strategies.The aim is to provide theoretical insights and practical guidance for enhancing the role of livestream e-commerce in promoting comprehensive rural revitalization,and to contribute to the realization of a thriving agriculture,beautiful countryside,and prosperous farmers in China.
作者
杨玲玲
Yang Lingling(School of Marxism,Qufu Normal University,Qufu,Shandong 273165)
出处
《中国商论》
2025年第14期117-120,共4页
China Journal of Commerce
关键词
乡村振兴
直播电商
农产品
产业融合
品牌建设
曲阜市
rural revitalization
live-streaming e-commerce
agricultural products
industrial integration
brand building
