乡村振兴背景下天津农产品电商直播现状及发展策略研究

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中图分类号：F323.7；F724.6 文献标识码：A DOI编码：10.3969/j.issn.1006—6500.2025.02.007

Research onthe Current Situation and Development Strategyof Tianjin Agricultural Products E-commerce Live Broadcasting under the Background of Rural Revitalization

ZHANG Ning，SHI Yue

（CollegeofEconomicsndanagement，HeiloniangayiAgriculturalUniversity，Daqing，Heilongjiang639，ina）

Abstract：ToxplorethesignifcantoleofTianjinagiculturalproductommercelivestreaminginuralvitalizationalyeits strengths，weakneppruitindeatsndpoergedtiatioggestios，eevelopntsasof gricultural product e- commerce livestreaming was systematically reviewed through methodssuchas literaturereview and field research.The advantages and shortcomings of Tianjin agricultural product e- commercelivestreamingwereanalyzed，Thedevelopment statusof Tianjinagricultural product e - commerce livestreaming was systematicallyreviewed through methods such as literature review andfieldresearch，anditsadvantagesandshortcomingsinarassuchasbrandcultivation，talentdevelopment，marketingprootion andlogistics systemswere analyzed.It was found that Tianjin agricultural product commerce livestreaming had significant advantages npromotingralevializatio，cluingstronggovementpolicyupport，asolidfoundatiofoagicturalprodctbading， andcontinuouslyimprovinginfrastructure.Howeverchallengessuchasashortageofprofessonaltalentandalackofinovationin livestream content were identified.With the rapid development of the e- ∂ commerce livestream industry and the deepening implementationof rural revitalization strategies， Tianjin agricultural product e - commerce livestreaming was observed to face substantial opportunities，suchasplatformsupportandenomousmarketpotential.Atthesametime，theatsincludinginadequateindustryregulationand homogenizedmarketcompetitionwerenoted.Insponsetotesechallnges，fourdevelopmentsategieswereproposed：prootingagriculturalproductbranding，troducingtalentcultivationprogams，eancingbandifuencethroughaketing，andotiiiglo gisticssystems.These strategieswere designed to foster thesustainabledevelopmentof Tianjin agricultural product commerce livestreaming and contribute to rural revitalization.

Keywords：rural revitalization; Tianjinagricultural products;E-commerce live broadcast

随着乡村振兴战略的推进，农产品电商直播发展受到广泛关注。（剩余7868字）