文献类型：期刊文献

中文题名：“数商兴农”背景下返乡大学生直播带货的实践困境与路径优化

英文题名：Practical Dilemmas and Path Optimization for Returning University Graduates in Live-Streaming E-commerce under the Context of“Promoting Agriculture through Digital Commerce”

作者：唐永霞[1]

第一作者：唐永霞

机构：[1]甘肃中医药大学马克思主义学院,甘肃兰州743000

第一机构：甘肃中医药大学马克思主义学院

年份：2025

卷号：34

期号：20

起止页码：99

中文期刊名：中国商论

外文期刊名：China Journal of Commerce

基金：甘肃省哲学社会科学项目“健康乡村视域下居民健康生活方式的系统构建与实现路径”(2022YB082);甘肃省高校创新能力项目“乡村振兴视域下新生代农民工社会主义核心价值观的积极培育”(2022B-129)。

语种：中文

中文关键词：返乡大学生;直播带货;实践困境;路径优化;数字经济;乡村振兴

外文关键词：returning university graduates;live-streaming e-commerce;practical dilemmas;path optimization;digital economy;rural revitalization

摘要：“数商兴农”是我国乡村振兴战略的重要组成部分。直播带货作为新兴的数字经济形态,已成为农村产业升级的重要抓手。本文通过分析返乡大学生直播带货的运营模式与社会效应,揭示其直播带货面临的技术性、社会性、政策性等多维困境,从政府、社会、平台、个人等层面提出优化路径,以促进人才回流与农村直播电商的有序发展。
“Promoting agriculture through digital commerce”is a crucial component of China’s rural revitalization strategy.Live-streaming e-commerce as an emerging digital economy model has become an important driver for rural industrial upgrading.This paper analyzes the operational model and social impact of livestreaming-based e-commerce conducted by returning college students.It reveals the multidimensional challenges they face—including technological,social,and policy-related issues.Based on thesefindings,the study proposes optimization strategies from four perspectives:government,society,platforms,and individuals.The aim is to facilitate talent return,promote the healthy development of rural livestreaming e-commerce,and contribute to rural revitalization and sustainable growth.