Research on the brand building of rural e-commerce live streaming under the background of rural revitalization

Abstract

Driven by the rural revitalization strategy, rural e-commerce live streaming has developed rapidly in the past two years, and the differentiated development trend of e-commerce live broadcast brand building has become more and more obvious. This paper takes some cases of rural e-commerce to live streaming brand building on Kuaishou, Douyin and other platforms as the research object, and finds that the lack of professional talents, insecure product quality and service, weak scene construction, and poor marketing and publicity effect are the main problems hindering the construction of rural e-commerce live broadcast brand.