On Countermeasures To Improve Rural E-commerce Live Streaming Under The Digital Economy

In the great tide of global digital economy,e-commerce plays an important role in the process of China’s economic digitization.Meanwhile,industrial digitalization,big data,cloud computing,artificial intelligence,virtual reality and other digital technologies are promoting the innovation of e-commerce,improving commodity quality and user experience.Live streaming e-commerce is a new marketing mode and business format generated by the integration of e-commerce and live streaming technology.Rural e-commerce is an important part that cannot be ignored in the development of e-commerce,and it is also related to the national economy and people’s livelihood.How to apply e-commerce live streaming,an emerging marketing method and channel,to rural e-commerce is a problem worth discussing.Focusing on the emerging format of e-commerce live streaming,this paper expounds the generation and development of live streaming,the reconstruction of people,goods and yard by e-commerce live streaming,as well as its advantages and problems.Based on the analysis of web celebrity economic theory,supply chain theory and value co-creation theory,It is believed that the success factors of e-commerce live streaming include the support of digital technology,the output of high-quality content,the enormous fan bases of anchors,the flexible supply chain as well as the idea of value co-creation in e-commerce live streaming ecosystem.This essay selects Junpu as a case study,which lies in the city of Jieyang,Guangdong Province.In ways of field investigation and questionnaire survey,it works on the specific and complete process of how live streaming is carried out in Junpu from the point of view of the practitioners there.Ultimately,Using the value co-creation theory,it is proposed that Junpu needs to establish value co-creation thinking to develop e-commerce live streaming,make anchors become powerful organizers of value creation,let customers and supply chain become participants of value creation of e-commerce live streaming,and create value co-creation ecosystem with the power of the platform.