[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"item-3391":3,"related-3391":59},{"id":4,"title":5,"url":6,"summary":7,"summary_zh":8,"content":9,"source_name":10,"source_url":8,"published_at":11,"category":12,"cover_url":8,"hotness":13,"is_selected":14,"score":15,"score_detail":16,"sources":22,"tags":24,"primary_topic":30,"secondary_topics":36,"classification":37,"search_phrases":53,"slug":56,"view_count":57,"doi":8,"paper":8,"created_at":58},3391,"达拉特旗秋季直播助农活动成果丰硕——累计直播62场次、订单12万余单、销售额750万元","https:\u002F\u002Fwww.toutiao.com\u002Farticle\u002F7687533960213053998","鄂尔多斯市达拉特旗举办'达你所愿·旗开得胜'秋季直播助农活动，累计开展直播62场次，全网观看量突破1000万人次，订单数量12万余单，整体销售额达750万元，产品销往全国多个省区。同步开展本土电商实操实训，累计培训新农人、返乡青年、合作社从业人员328人次，构建'专业主播+本土达人+农户代表'的直播矩阵。",null,"## 云端庆丰收！达拉特旗秋季直播助农活动成果丰硕\n\n2026-09-20 16:39·[达拉特发布](https:\u002F\u002Fwww.toutiao.com\u002Fc\u002Fuser\u002Ftoken\u002FMS4wLjABAAAAXlYquzm6ZveZxzWMURqEoCYgOrVi8TRUda_Oo82JE0Q\u002F?source=tuwen_detail)\n\n近日，鄂尔多斯市达拉特旗举办“达你所愿·旗开得胜”秋季直播助农活动。活动紧扣中国农民丰收节工作部署，抢抓秋季农产品集中上市窗口期，以数字电商赋能乡村产业，通过多平台直播带货、本土电商人才实战实训、农特产品展示展销等系列活动，打通农特产品产销堵点，拓宽农牧民增收渠道，交出了一份亮眼的助农成绩单。\n\n![Image 1](https:\u002F\u002Fp3-sign.toutiaoimg.com\u002Ftos-cn-i-axegupay5k\u002F955e9993be4647cfbcb1ed2a5f1cec66~tplv-tt-origin-web:gif.jpeg?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1790899953&x-signature=b7UJhyiLKCBMveIT%2BJjxLvmalys%3D)\n\n![Image 2](https:\u002F\u002Fp3-sign.toutiaoimg.com\u002Ftos-cn-i-6w9my0ksvp\u002F4e17fb8c072a41d9a53cb922ec99db1d~tplv-tt-origin-web:gif.jpeg?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1790899953&x-signature=ybNk78gXlVqkTCG8lTGl4UpyFWc%3D)\n\n活动通过邀请顶流助农主播，并整合本土新媒体企业、合作社、种养大户、返乡青年等多方力量，构建“专业主播+本土达人+农户代表”的直播矩阵，把贝贝南瓜、鲜食玉米、精品肉食等20余种地方农特产品直观呈现给广大线上消费者。活动期间，**累计开展直播62场次，全网观看量突破1000万人次，订单数量12万余单，整体销售额达750万元，产品销往全国多个省区。**\n\n![Image 3](https:\u002F\u002Fp3-sign.toutiaoimg.com\u002Ftos-cn-i-6w9my0ksvp\u002F46b34a9ad4094659a808aad9e3a6a2db~tplv-tt-origin-web:gif.jpeg?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1790899953&x-signature=qJBO4ViLxZwazHz3WGuqJe3dpKc%3D)\n\n![Image 4](https:\u002F\u002Fp3-sign.toutiaoimg.com\u002Ftos-cn-i-6w9my0ksvp\u002F96686660ded7471d9a85297cd2b1903a~tplv-tt-origin-web:gif.jpeg?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1790899953&x-signature=JfWNMcDMDzvgeKoCfkVrme%2FpkHg%3D)\n\n活动坚持“带货销售+人才培育”双向发力，同步开展本土电商实操实训，组织参训学员全程参与脚本策划、产品讲解、后台运营等全流程工作，**累计培训新农人、返乡青年、合作社从业人员328人次，挖掘出一批有潜力的本土乡村直播后备力量，**推动实现了“一场活动、一批主播、长效发展”的运行模式，着力打造一支带不走的本土电商队伍。\n\n在供应链保障方面，达拉特旗建立了覆盖选品、品控、分拣、仓储物流、售后保障的全链条闭环管理模式，严格落实产品资质核验要求，针对不同品类实行差异化包装，做好订单履约与售后响应工作，增强了全旗农特产品的品牌影响力。本土新媒体企业、合作社代表纷纷表示，本次集中直播活动，既拓宽了当季农产品销路，也积累了线上运营实战经验，为后续常态化开展农产品线上销售打下了坚实基础。\n\n流量赋能产业，直播助力振兴。此次秋季直播助农活动，是达拉特旗推动传统农牧业和数字电商深度融合的一次生动实践，不仅实现了当季农货快速上行，也进一步提升了达拉特农特产品的对外知名度与影响力。\n\n下一步，达拉特旗将持续健全农村电商发展体系，持续完善本土人才孵化、供应链配套、品牌推广各项工作，把短期集中活动转化为长效助农机制，持续推动优质农特产品走向全国，助力农牧民持续稳定增收，以数字经济赋能乡村全面振兴。\n\n记者：白剑萍\n\n来源：达拉特旗融媒体中心","达拉特发布\u002F今日头条 2026-09-20","2026-09-20T00:00:00Z","报道",10,false,44,{"impact":17,"substance":18,"depth":13,"authority":19,"freshness":19,"relevant":20,"comment":21},8,14,6,1,"旗县级直播助农活动通稿，数据具体但层级与增量有限，可作为农村电商案例参考。",[23],{"name":10,"url":6},[25,26,27,28,29],"农村电商","数字乡村","直播助农","农产品上行","新农人培育",{"code":31,"slug":32,"name":33,"path":34,"parent_code":35},"E5","branding-commerce","品牌流通与电商","\u002Ftopic\u002Ffood-supply\u002Fbranding-commerce","E",[],{"status":38,"locked":14,"version":39,"method":40,"evidence":41},"classified","2026-10-22.2","rules",{"candidates":42,"agricultural_evidence":44},[43,48],{"code":31,"score":18,"supported":44,"title":45,"abstract":46,"tags":47},true,[27],[27],[28,25,27],{"code":49,"score":20,"supported":14,"title":50,"abstract":51,"tags":52},"I6",[],[],[26],[54,55],"达拉特旗 直播助农","达拉特旗 农特产品 电商","达拉特旗直播助农-3391",3,"2026-09-25T00:09:27.890840Z",{"total":19,"page":20,"page_size":19,"items":60},[61,127,190,243,291,339],{"id":62,"title":63,"url":64,"summary":65,"summary_zh":8,"content":8,"source_name":66,"source_url":8,"published_at":67,"category":68,"cover_url":8,"hotness":13,"is_selected":44,"score":69,"score_detail":70,"sources":76,"tags":78,"primary_topic":81,"secondary_topics":82,"classification":89,"search_phrases":111,"slug":114,"view_count":115,"doi":8,"paper":116,"created_at":126},4478,"更好发挥电商在促进农民增收中的作用 农村电商直接带动农民增收的三条路径","https:\u002F\u002Fso.html5.qq.com\u002Fpage\u002Freal\u002Fsearch_news?docid=70000021_8246ac795b854952","农业农村部信息中心郁跃伟、崔阳阳联合撰文指出，2025年农产品网络零售额达7833.1亿元、同比增长9.9%，头部电商平台全年助农直播超400万场、农村网商数达2007.4万家，2026年一季度农村网络零售额同比增长11.0%、农产品网络零售额同比增长14.7%；农村电商直接带动农民增收的三条路径——优化就业结构、促进产业结构调整、数字金融普惠；三条路径相互交织、彼此强化使农民集生产者、销售者、服务者、创业者等角色于一身。","农业农村部信息中心 郁跃伟 崔阳阳 2026-10-08","2026-10-08T00:00:00Z","论文",87,{"impact":71,"substance":72,"depth":73,"authority":18,"freshness":74,"relevant":20,"comment":75},24,22,18,9,"部委信息中心撰文，含2025年及2026年一季度最新数据与三条增收路径结论，时效性强，值得进入每日精选。",[77],{"name":66,"url":64},[25,26,79,80,28],"农民增收","数字金融",{"code":31,"slug":32,"name":33,"path":34,"parent_code":35},[83],{"code":84,"slug":85,"name":86,"path":87,"parent_code":88},"G6","rural-integration","帮扶与城乡融合","\u002Ftopic\u002Frural-services\u002Frural-integration","G",{"status":38,"locked":14,"version":39,"method":40,"evidence":90},{"candidates":91,"agricultural_evidence":44},[92,97,102,107],{"code":31,"score":93,"supported":44,"title":94,"abstract":95,"tags":96},13,[25],[25],[28,25],{"code":84,"score":98,"supported":44,"title":99,"abstract":100,"tags":101},12,[79],[79],[79],{"code":103,"score":20,"supported":14,"title":104,"abstract":105,"tags":106},"G3",[],[],[80],{"code":49,"score":20,"supported":14,"title":108,"abstract":109,"tags":110},[],[],[26],[112,113],"农业农村部信息中心 农村电商 农民增收","农产品网络零售额 农村网商","农业农村部信息中心农村电商农民增收-4478",5,{"doi":8,"openalex_id":8,"authors":117,"venue":8,"cited_by_count":118,"oa_url":8,"card":119,"direction":123,"ingested_from":125},[],0,{"tldr":120,"method":121,"finding":122,"direction":123,"opportunity":124},"分析农村电商直接带动农民增收的三条路径及其交织强化机制。","基于农业农村部信息中心数据，梳理电商助农增收路径。","电商通过优化就业、调整产业、数字金融普惠三条路径协同促进农民增收。","数字乡村与农业信息化","可量化三条路径的交互效应，并研究不同区域与农户类型的增收差异。","agent","2026-10-09T00:05:02.517070Z",{"id":128,"title":129,"url":130,"summary":131,"summary_zh":132,"content":8,"source_name":133,"source_url":130,"published_at":11,"category":68,"cover_url":8,"hotness":13,"is_selected":14,"score":134,"score_detail":135,"sources":139,"tags":141,"primary_topic":144,"secondary_topics":145,"classification":146,"search_phrases":165,"slug":168,"view_count":169,"doi":170,"paper":171,"created_at":189},3055,"Determinants of farmers’ intention to adopt agricultural e-commerce livestreaming: a sequential mixed-methods study in Beijing","https:\u002F\u002Fdoi.org\u002F10.3389\u002Ffsufs.2026.1944907","Agricultural e-commerce livestreaming provides farmers with a new digital means of connecting with consumers, expanding sales channels, and improving market access. However, farmers differ in their willingness to adopt this marketing channel. This study employs a sequential mixed-methods design, integrating grounded theory, structural equation modeling (SEM), and artificial neural networks (ANN) to examine the factors influencing farmers’ willingness to adopt agricultural e-commerce livestreaming in Beijing. First, semi-structured interviews with 26 farmers from suburban Beijing were conducted and analyzed using grounded theory, identifying five antecedent constructs: individual livestreaming readiness, perceived technological feasibility, agricultural product–livestreaming fit, livestreaming ecosystem support, and perceived economic value. Second, based on 300 valid questionnaires, SEM was used to examine the relationships between these constructs and adoption intention. An ANN model was subsequently developed to assess the nonlinear predictive contributions of the factors. The results show that all five constructs are significantly and positively associated with farmers’ livestreaming adoption intention. ANN sensitivity analysis indicates that the constructs rank in relative predictive importance as follows: perceived economic value, agricultural product–livestreaming fit, livestreaming ecosystem support, perceived technological feasibility, and individual livestreaming readiness. This order is consistent with the numerical ranking of the standardized SEM path coefficients. The findings indicate that farmers’ adoption of agricultural e-commerce livestreaming depends not only on whether the technology is easy to use, but also on expected economic returns, the fit between agricultural products and livestreaming-based selling, external organizational and institutional support, and farmers’ own readiness to operate livestreaming businesses. This study extends research on farmers’ participation in digital markets and the adoption of agricultural marketing channels, and provides practical guidance for governments, digital platforms, cooperatives, and other agricultural organizations to reduce adoption barriers, improve market access, and enhance the economic feasibility of livestreaming operations.","农产品电商直播为农户提供了连接消费者、拓展销售渠道和提升市场可及性的新型数字化手段，但农户对这一营销渠道的采纳意愿存在差异。本研究采用顺序式混合方法设计，整合扎根理论、结构方程模型（SEM）与人工神经网络（ANN），考察北京市农户采纳农产品电商直播意愿的影响因素。首先，对北京郊区26位农户进行半结构化访谈，并运用扎根理论进行分析，识别出五个前因构念：个体直播准备度、感知技术可行性、农产品—直播适配度、直播生态支持与感知经济价值。其次，基于300份有效问卷，运用SEM检验上述构念与采纳意愿之间的关系，并进一步构建ANN模型评估各因素的非线性预测贡献。结果表明，五个构念均与农户直播采纳意愿显著正相关。ANN敏感性分析显示，各构念的相对预测重要性排序为：感知经济价值、农产品—直播适配度、直播生态支持、感知技术可行性、个体直播准备度，该排序与SEM标准化路径系数的数值排序一致。研究发现，农户对农产品电商直播的采纳不仅取决于技术是否易于使用，还取决于预期经济回报、农产品与直播销售的适配程度、外部组织与制度支持，以及农户自身经营直播业务的准备度。本研究拓展了农户参与数字市场与采纳农产品营销渠道的研究，并为政府、数字平台、合作社及其他农业组织降低采纳壁垒、提升市场可及性和增强直播经营的经济可行性提供了实践指导。","Frontiers in Sustainable Food Systems",72,{"impact":98,"substance":136,"depth":137,"authority":93,"freshness":74,"relevant":20,"comment":138},21,17,"以北京郊区农户为样本，混合方法揭示直播带货采纳的关键驱动因素，对数字乡村与农产品上行有实证参考价值。",[140],{"name":133,"url":130},[25,26,142,27,143],"农户采纳","农产品营销",{"code":31,"slug":32,"name":33,"path":34,"parent_code":35},[],{"status":38,"locked":14,"version":39,"method":40,"evidence":147},{"candidates":148,"agricultural_evidence":44},[149,156,161],{"code":31,"score":150,"supported":44,"title":151,"abstract":153,"tags":155},16,[152],"agricultural e-commerce",[154,152],"农产品电商",[25,27],{"code":157,"score":20,"supported":14,"title":158,"abstract":159,"tags":160},"G2",[],[],[142],{"code":49,"score":20,"supported":14,"title":162,"abstract":163,"tags":164},[],[],[26],[166,167],"北京 农户 电商直播 采纳意愿","农业电商直播 混合方法","北京农户电商直播采纳意愿-3055",2,"10.3389\u002Ffsufs.2026.1944907",{"doi":170,"openalex_id":172,"authors":173,"venue":133,"cited_by_count":118,"oa_url":130,"card":183,"direction":123,"ingested_from":188},"W7213770399",[174,176,179,181],{"name":175,"orcid":8},"Chanyuan Zuo",{"name":177,"orcid":178},"Yuan Li","https:\u002F\u002Forcid.org\u002F0000-0003-0872-4698",{"name":180,"orcid":8},"Qin Zhang",{"name":182,"orcid":8},"Yongsheng Jin",{"tldr":184,"method":185,"finding":186,"direction":123,"opportunity":187},"用混合方法研究北京农户采用农产品电商直播意愿的影响因素。","扎根理论访谈26人，300份问卷做SEM，再用ANN做非线性预测。","感知经济价值、产品与直播匹配度等五因素均显著正向影响采用意愿。","可延伸至不同地区、品类与平台差异，或追踪采用意愿到实际直播行为的转化。","openalex","2026-09-21T23:30:07.641782Z",{"id":191,"title":192,"url":193,"summary":194,"summary_zh":8,"content":195,"source_name":196,"source_url":8,"published_at":197,"category":198,"cover_url":8,"hotness":13,"is_selected":44,"score":199,"score_detail":200,"sources":203,"tags":205,"primary_topic":209,"secondary_topics":210,"classification":211,"search_phrases":238,"slug":241,"view_count":118,"doi":8,"paper":8,"created_at":242},5254,"国务院《加快农业农村现代化\"十五五\"规划》:实施农村电商高质量发展工程","https:\u002F\u002Fwww.huarong.gov.cn\u002F33159\u002F37006\u002F37008\u002F37045\u002F37323\u002Fcontent_2414974.html","国务院印发加快农业农村现代化\"十五五\"规划,深挖农业农村数字生产力,引导各类主体加快农业数智化升级,实施农村电商高质量发展工程,加快农村电商迭代升级,规范发展农产品直播带货,开展\"数商兴农\",健全农产品加工技术研发体系,大力发展农产品精深加工、综合利用。","ʮͳŻ򲼾֡˳Ӧ˿ṹ仯ʹׯݱֻƣ滮ʵЧʵϸׯ࣬ȷصǿռƺͷòܿء֧ѡλڡҵĴƬƬΪԪƽ滮桢ʩˡŻģͲֽṹЭͬƽռȲչȫۺΡ\n\nʮģǿũʩ͹ܻʵʩṵִ̃幤̡ռ䡣չһũ幫·жƽũ幫·˸չƽ繩ˮһ廯йˮģС͹ˮ̹淶裬ƽũ幩ˮͳܡԪִũԴϵƽũũʩǷΧ֧ũĵʩƶͻںϷչƶִ˾ũ裬½͸Ӧѳ̻ũûʩʵʩչжֻ绯ܻˮƽ彨ʵʩƣʵ彨嵥ĿƶȣȫũʩܻЧơǿʩ衣","华容县人民政府(2026-10-14)","2026-10-14T00:00:00Z","政策",86,{"impact":201,"substance":72,"depth":73,"authority":93,"freshness":19,"relevant":20,"comment":202},27,"国务院层面“十五五”农业农村现代化规划明确实施农村电商高质量发展工程，政策层级高、条款具体，值得进入每日精选。",[204],{"name":196,"url":193},[25,26,206,207,208],"十五五规划","农业农村现代化","数商兴农",{"code":31,"slug":32,"name":33,"path":34,"parent_code":35},[],{"status":38,"locked":14,"version":39,"method":40,"evidence":212},{"candidates":213,"agricultural_evidence":44},[214,218,223,229,233],{"code":31,"score":93,"supported":44,"title":215,"abstract":216,"tags":217},[25],[25],[25,208],{"code":219,"score":98,"supported":44,"title":220,"abstract":221,"tags":222},"J2",[207],[207],[207],{"code":224,"score":57,"supported":44,"title":225,"abstract":226,"tags":228},"E1",[],[227],"农产品加工",[],{"code":49,"score":20,"supported":14,"title":230,"abstract":231,"tags":232},[],[],[26],{"code":234,"score":20,"supported":14,"title":235,"abstract":236,"tags":237},"J1",[],[],[206],[239,240],"国务院 十五五规划 农村电商","农村电商 高质量发展工程","国务院十五五规划农村电商-5254","2026-10-19T00:07:31.421518Z",{"id":244,"title":245,"url":246,"summary":247,"summary_zh":8,"content":248,"source_name":249,"source_url":8,"published_at":250,"category":12,"cover_url":8,"hotness":13,"is_selected":14,"score":251,"score_detail":252,"sources":254,"tags":256,"primary_topic":259,"secondary_topics":260,"classification":261,"search_phrases":286,"slug":289,"view_count":20,"doi":8,"paper":8,"created_at":290},4764,"农村电商成推动乡村振兴重要引擎","https:\u002F\u002Fwww.toutiao.com\u002Farticle\u002F7694491261629268520","围绕《加快农业农村现代化十五五规划》和2026年中央一号文件部署,分析农村电商高质量发展路径。文章以陕西平利村播等案例展示订单农业加标准赋能加品牌升级模式,论证手机成为新农具、直播成为新农活、数据成为新农资的转型逻辑,指出农村电商正推动县域消费从边缘地带走向战略前沿。","**当前，我国乡村消费品零售额占社会消费品零售总额的比重稳步提升，县域地区正从消费版图的“边缘地带”加速走向“战略前沿”，县域消费逐渐成为我国驱动内需增长的重要引擎。《加快农业农村现代化“十五五”规划》指出，实施农村电商高质量发展工程，加快农村电商迭代升级，规范发展农产品直播带货，开展“数商兴农”。2026年中央一号文件明确提出“推动电商平台下沉赋能”，乡村电商正推动乡村经济从“外部输血”向“内生造血”深度转型，成为激活乡村资源、培育本土主体、提高乡村经济发展韧性的关键支撑。**\n\n## 重塑农业生产方式\n\n农村电商根基在产业，关键在链条，绝不仅仅是给农产品挪了一个“网上摊位”。传统农业长期面临“种什么、怎么种、种多少”三大难题，丰产不丰收的现象屡见不鲜。随着农村电商快速发展，“产地直采”“定制生产”等新模式正在快速兴起，不少地方农产品依托网上订单，采用“订单农业+标准赋能+品牌升级”模式，通过定制种植标准、输出技术指导、共建特色品牌，推动农产品从“按经验种”转向“按订单种”。数字技术深度嵌入农业生产链条，农业生产方式从传统经验判断转向数据驱动，从粗放管理转向精细管控，从碎片化经营转向集约化生产，消除了农民群众“卖货难”的后顾之忧，让小农户融入了大产业，对接上大市场。\n\n手机由此成了新农具，直播成了新农活，数据成了新农资。在陕西省安康市平利县，主播手拿一块八仙“块块糖”在直播间对着镜头：“咬上一口，酥脆香甜，天星米、核桃和苏麻的香味在嘴里慢慢化开，越嚼越香。过年过节、走亲访友，都是绝佳的伴手礼……”主播介绍，产品以前只靠线下批发零售，销路窄，山货走不出去。现在通过直播，产品远销上海、广东等地，上个月线上销售额突破了3万元。这一改变，离不开“平利村播”搭建的平台。近年来，该县摸排电商人才需求，建立动态人才台账，通过分层分级渐进式培养，构建起“基础培训+进阶提升+精英精进”的人才培养体系。优质的村播培育平台，既助力本土涉农企业转型升级，也为普通村民开辟了增收新路。\n\n专家表示，电商助农的主角永远是土地和农民。从最初回应网友的购买需求开启直播，到如今发展乡村订单农业，新农人们的发展之路见证了“主播+合作社+农户”模式的成功。围绕乡村特色产业，以乡村合作社为载体，整合资源、规范生产，将更加有力地推动特色农产品从“有品相”转向“有品牌”，变“零散卖”为“规模销”，从而带动乡亲们在家门口就业，实现兴一业、富一方。\n\n## 促进农民稳定增收\n\n农村电商发展拓宽了农产品销售渠道，激活了农民主体性，成为农民增收致富的有效抓手。长期以来，不少农产品面临“藏在深山无人识”的困境，销售渠道单一。如今，鲜为人知的土特产，通过网络走出大山；农民自己当主播，带火“网红”农货。越来越多农民“扛得了锄头、玩得了直播”。每件农产品都打上标签、可追溯源头，原汁原味的特产、满满诚意的乡情引得消费者纷纷下单。农村电商发展，既让农民“离土不离乡”，实现就近就业，更是把更多收益留在乡村、留给农民。从“卖得掉”到“卖得好”，从“按筐卖”到“按个卖”，从“卖原料”到“卖品牌”，好产品卖出了好价钱，实打实装进了农民口袋。而且，不少“村播”带火了乡村旅游，把绿水青山转化为金山银山，开辟了农民增收新空间。\n\n今夏，台风“巴威”逼近福建福清，果农刘云明4000斤葡萄集中成熟，若不及时抢收与销售恐遭风毁。接到求助后，当地多单位联合行动，次日农技人员入园抢收，融媒开启助农直播，社群团购、干部代销、经销商包销多方发力，短短几小时就搭建起应急销售网络。不到一天，原本可能烂在果园里的4000斤葡萄全部售罄。这类真实发生的案例，印证着网络助农实实在在的价值。\n\n专家指出，“新农人”群体虽具有较强的数字应用意愿，但其数字素养不足、应用层次较浅，也造成了其利用数字技术发展乡村产业“心有余而力不足”的局面。要解决这一困境，必须提升“新农人”的数字应用素养，使其能够依靠数字技术获得实实在在的增收。基层党组织和政府要着力构建分层分级的精准化培训体系。针对不同的“新农人”群体，开展农业全产业链技术技能培训，把智慧农业、农产品网络销售、手机应用技能等内容纳入培训课程体系。\n\n## 畅通城乡双向流动\n\n农村电商发展，正以数字化、平台化的独特优势，成为畅通城乡要素双向流动、激活乡村振兴内生活力的关键纽带。以往，商品流通主要是从城市流向农村，农产品走出大山并不容易。现在农村现代物流配送体系不断完善、电商平台加速下沉、城乡交通网络不断织密，农产品实现“产地直发”，通过全程冷链、预先设置揽收点等方式，有效缩短在途时间、减少损耗保鲜问题。从人才流动看，农村电商催生了下乡电商人才、乡村主播、数字农业技术员等“新农人”群体，把手机作为“新农具”，把直播变成“新农活”，把土地种上“云端”。\n\n近年来，农村电商快速发展，我国基本建立起县、乡、村三级电子商务服务体系和物流配送体系，在拓宽农产品销路、促进农村消费中发挥的作用愈发凸显。相关数据显示，2025年，农村网络零售额、农产品网络零售额分别为3万亿元、7833.1亿元。物流网络日趋完善，农村物流“最后一公里”持续打通，2025年，全国县级物流配送中心覆盖率达100%。电商已不再只是销售通道，而是深度嵌入乡村振兴、产业升级，成为推动就业增收的重要引擎，让越来越多的基层群众搭上了“数字快车”。\n\n直播间架在乡村地头，网线连通广阔市场。刚刚过去的9月，浙江嘉兴举办了“数商兴农·嘉品共富”2026嘉兴数字乡村消费季活动。据不完全统计，活动期间该市开展直播超4300场，实现销售额超1.78亿元。从田间地头到“云端货架”，数字经济正加速重构当地乡村消费场景。消费季期间，嘉兴鼓励特色农产品通过主流电商、即时配送和社区团购平台开展线上销售，让乡村好物从自产自销加快走向“线上直销”。其中，海盐县举办葡萄直播专场，主推国家地理标志产品，销售葡萄2014公斤，实现销售额11万元；海宁市组织15家农村电商企业参与活动，聚焦花卉园艺、本土特色农产品开展直播，累计直播超600场，线上销售额突破2000万元；嘉兴经开区组织6家商家开展助农直播20场，发放消费优惠券600万元，直接带动销售额2000万元。\n\n专家指出，不再单纯追求卖得多，而是向卖得稳、卖得好转变，正是电商助农努力突破的方向。通过地标认证、品质严选，把正宗产地、产品标准摆在明面上，补齐农产品的信任短板。与此同时，产地供应链、仓储冷链、分级分选这些看不见的硬功夫，也要同步跟上。直播间只是对外展示的窗口，真正的底气藏在田间分选、包装发货的每一个环节。手机可以成为新农具，但不能替代田间劳作、车间生产；直播可以拓宽销路，但走红市场的关键还在于品质。","中国食品报 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