现代农业研究2025，Vol.31Issue(11)：30-33,4.
"短视频+直播"助力农村产业融合发展的路径研究
Research on the Path of"Short Video+Live Streaming"Boosting the Integrated Development of Rural Industries
摘要
Abstract
In the context of the digital economy empowering rural revitalization,"short videos+live streaming"has become a significant driving force for rural industrial integration.Focusing on the advantageous agricultural industry clusters in counties,the paper systematically analyzes the mechanism by which"short videos+live streaming"facili-tates rural industrial integration.Specifically,short videos lay the foundation for brand recognition,live streaming opens up the closed loop of production and marketing,and the two collaboratively promote the extension of the in-dustrial chain,with"government,enterprises,and influencers"providing ecological support through multi-subject col-laboration.The study finds that there are four major challenges in current practice:content homogenization,weak subject collaboration,shallow integration of the industrial chain,and insufficient basic support.To address these is-sues,a full-chain approach is constructed from four aspects:creating a content matrix of"regional characteristics+product stories"on the short video side,establishing a collaboration system of"farmers+influencers+enterprises"on the live streaming side,constructing an integrated ecosystem of"production+processing+cultural tourism"on the industrial side,and improving the"regulation+support+supporting"security system on the policy side.The re-search findings provide a universal reference for the digital integration of rural industries in counties,helping to im-plement the rural revitalization strategy.关键词
短视频+直播/农村产业融合/路径研究/数字赋能/乡村振兴Key words
short video+live streaming/rural industrial integration/path research/digital empowerment/rural revitalization分类
管理科学引用本文复制引用
江丽桃,石赪岩.."短视频+直播"助力农村产业融合发展的路径研究[J].现代农业研究,2025,31(11):30-33,4.基金项目
2025年度南昌市社会科学规划项目"'短视频+直播'驱动南昌农村产业融合发展的路径研究——以进贤县优势农业产业集群为例"(项目编号:SK2025128). （项目编号:SK2025128）
