A Study on the Problems of Agricultural Live Streaming Platforms in the Process of Rural Revitalization

DOI: https://doi.org/10.62517/jbm.202609101

Author(s)

Yilun Gai

Affiliation(s)

Nanjing Agricultural University, Nanjing, Jiangsu, China

Abstract

This study focuses on agricultural live streaming in the context of rural revitalization, aiming to systematically analyze the characteristics, problems, and optimization paths of different operation modes. Three mainstream modes in current practice—government-led, market-led, and individual-led—are selected. Through literature review and comparative analysis, this research explores how various modes mobilize resources, establish trust, and achieve sustainable development. The study finds that each of the three modes has its own characteristics and challenges: the government-led mode can start quickly relying on public credibility but is often unsustainable due to insufficient professional capabilities and over-reliance on administrative mobilization; the market-led mode is efficient and professional but may ignore the interests of small-scale farmers in pursuit of profits and lead to homogenization of live streaming content; the individual-led mode is authentic, flexible, and infectious but generally faces difficulties such as high operational pressure, unstable traffic, and difficulty in forming scale effects. Based on the challenges faced by each mode, targeted recommendations are proposed to provide theoretical guidance for the high-quality development of agricultural live streaming.

Keywords

Rural Revitalization; Agricultural Live Streaming; Mode Optimization

References

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