Digital and Intelligent Technology Empowerment of Agricultural Product Circulation and E-commerce Live Streaming: A Study Based on the Rural Revitalization Practice of Village K in Xinjiang

Di Zhu; Hankun Ye

doi:10.54097/bh1c2n41

Authors

Di Zhu
Hankun Ye

DOI:

https://doi.org/10.54097/bh1c2n41

Keywords:

Digital and Intelligent Technology, Agricultural Product Circulation, E-commerce Live Streaming, Rural Revitalization, Transaction Cost Theory

Abstract

Research Purpose: Taking Village K in Kashgar Prefecture, Xinjiang Uygur Autonomous Region as a case, this study explores the application of digital and intelligent technology in the fields of agricultural product circulation and e-commerce live streaming, as well as its driving effect on rural revitalization. Research Method: The case analysis method, research survey method and comparative analysis method are adopted. Combined with the dual-wheel drive model of "village-level e-commerce sales platform + cultivation of internet celebrity livestreamers" in Village K, the application effects of digital and intelligent technology are quantitatively analyzed from the dimensions of standardized production of agricultural products, brand-oriented operation, and expansion of e-commerce channels. Research Results: Through empowerment by digital and intelligent technology, Village K has achieved the growth of agricultural product market share, the average annual income of farmers in the covered areas has increased by 15%-20%, and the related industries in surrounding townships have been driven to realize annual income growth. Research Conclusion: The trinity model of "digital and intelligent technology + local talent incubation + industrial chain extension" has effectively solved the pain points of "difficult sales and low added value" of agricultural products in remote are`1`as, and provided a replicable practical path for rural revitalization.

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