长江经济带农村电商直播发展现状与优化路径OA

With the rapid development of Internet,the sales mode of agricultural products has undergone tremendous changes,and rural e-commerce live broadcasting has begun to appear in the public view.From the perspective of rural e-commerce live broadcasting,this paper made a qualitative analysis of the external and internal environment of rural e-commerce live broadcasting industry in the Yangtze River Economic Belt from the four aspects of advantages,disadvantages,opportunities and challenges by using SWOT method.The study found that the rural e-commerce live broadcasting has advantages and opportunities in infrastructure,geographical location,Internet plus era and consumer demand upgrading,while there are disadvantages and challenges in the field of professional talents,brand building,product quality and the live broadcasting effect of e-commerce.Finally,combined with the current situation,four strategic suggestions were put forward:extension strategy,reversal strategy,defense strategy and diversification strategy,in order to promote the benign development of rural e-commerce live broadcasting in the Yangtze River Economic Belt.