数字化新质生产力赋能农村直播电商路径研究——以广东省汕尾市为例

• 作者： 林戴嘉 ¹ 黄炫洲 ¹ 刘柳灵 ¹
• 作者单位：
  1.  汕尾职业技术学院
• 发布时间：2025-03-07

摘要: 当前直播电商行业的发展呈平稳增长趋势，并呈现市场下沉且出现深度精细化趋势，这为农村直播电商带来新的契机，基于数据结果，本文提出直播电商为“土特产”提供了“云翅膀”的基础设想。本文通过对广东省汕尾农村地区进行调查，提出了农村直播电商面临的“痛点”，包括流通产业发展滞后、商品标准化程度低、农（副)产品溯源把控不规范及缺乏直播电商专业人才等问题，并根据其“痛点”提出了数字化新质生产力赋能下农村直播电商的优化解决路径：抢抓机遇，培育新动能；政校企合作，产教赋能；专创融合，重视人才培养，仅供参考。

Abstract: The current development of the live-streaming e-commerce industry shows a steady growth trend, with market penetration and deepening fi ne-tuning trends, which present new opportunities for rural live-streaming e-commerce. Based on data results, this paper proposes the foundational concept that live-streaming e-commerce provides "cloud wings" for "local specialties." Through a survey of rural areas in Shanwei, Guangdong Province, the paper identifi es the "pain points" faced by rural live-streaming e-commerce, including the lagging development of the circulation industry, low product standardization, non-standardized traceability of agricultural (by-)products, and a lack of professional livestreaming e-commerce talent. Based on these "pain points," the paper proposes optimization solutions for rural livestreaming e-commerce under the empowerment of digital new productivity: seizing opportunities and cultivating new momentum; government, education, and enterprise cooperation to empower industry-education integration; focusing on talent development through specialized and innovative integration, for reference only.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第24期
• 引用： PSSXiv:202503.00370 (或此版本 PSSXiv:202503.00370V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.24.088
  CSTR:32012.36.PSSXiv.202503.00370
• 推荐引用方式： 林戴嘉,黄炫洲,刘柳灵.数字化新质生产力赋能农村直播电商路径研究——以广东省汕尾市为例.中国商论,2024(24).[DOI:10.19699/j.cnki.issn2096-0298.2024.24.088] (点此复制)