数字经济背景下农村电商直播的发展策略研究——以河北省保定市为例  

Research on the Development Strategy of Rural E-Commerce Live Streaming under the Background of Digital Economy:A Case Study of Baoding City,Hebei Province

作　　者：张航 郝悦征 王莉[2] ZHANG Hang;HAO Yuezheng;WANG Li(Hebei Vocational University of Industry and Technology,Shijiazhuang,Hebei 050091;Shijiazhuang Institute of Railway Technology,Shijiazhuang,Hebei 050000)

机构地区：[1]河北工业职业技术大学,河北石家庄050091 [2]石家庄铁路职业技术学院,河北石家庄050000

出　　处：《中国商论》2025年第4期63-66,共4页China Journal of Commerce

基　　金：2024年度河北省发改委课题:“和美乡村”建设背景下河北省农村居民消费升级策略(FGTY-2023-055);2024年河北省高等学校科学研究项目“中国式现代化视域下河北省农业农村数字化发展路径研究”(SQ2024289)。

摘　　要：在数字经济迅猛发展的时代背景下,农村电商直播已成为推动乡村经济转型升级的关键途径。本文以河北省保定市白沟镇为例,探讨了电商直播在当地农村经济中的应用效果及发展策略。研究发现,电商直播在政府支持、品牌打造和供应链整合等多方面因素的推动下,有效激发了地方经济活力,提升了农产品市场竞争力,带动了农民增收,推动了乡村产业的升级与振兴。尽管电商直播取得了显著成效,但仍面临技术瓶颈、专业人才匮乏以及市场波动等诸多挑战。为了促进电商直播更好地发展,需进一步加强政策引导、推动技术创新,并建立健全的人才培养体系,旨在助力电商直播在乡村振兴中发挥持续作用,从而更好地满足社会发展的需要。In the era of rapid digital economic development,rural e-commerce livestreaming has become a key driver for the transformation and upgrading of rural economies.This study takes Baigou Town in Baoding City,Hebei Province,as an example to examine the application effects and development strategies of e-commerce livestreaming in the local rural economy.Thefindings reveal that,driven by government support,brand building,and supply chain integration,e-commerce livestreaming has effectively revitalized the local economy,enhanced the market competitiveness of agricultural products,increased farmers'income,and promoted rural industrial upgrading and revitalization.Despite its significant achievements,challenges such as technological bottlenecks,a shortage of skilled professionals,and marketfluctuations persist.To foster the sustainable development of e-commerce livestreaming,it is essential to further strengthen policy guidance,drive technological innovation,and establish a comprehensive talent development system.This will ensure that e-commerce livestreaming continues to play a vital role in rural revitalization,better aligning with broader social development needs.

关 键 词：数字经济 保定市 农村电商直播 品牌意识 品牌营销 

分 类 号：F127[经济管理—世界经济] F772