乡村振兴视域下蜜薯产业发展与大学生直播助农模式构建

The Development of Sweet Potato Industry and the Construction of College Students’ Live Broadcast Model in Rural Revitalization

摘要

蜜薯作为乡村产业振兴的特色杂粮经济作物，凭借种植优势与市场潜力成为多地农业发展的重要选择，但现阶段面临品种培育滞后、标准化程度低、品牌辨识度弱、销售渠道单一等发展困境。在数字乡村建设背景下，大学生返乡直播助农为蜜薯产业破局提供了新路径，其兼具数字素养、创新思维与市场洞察力的特质，能从销售、人才、品牌、渠道等多维度赋能蜜薯产业发展。本文结合蜜薯产业发展特性与大学生直播助农实践价值，构建“政校企协同赋能+品牌孵化IP+文化赋能直播+线上线下联动”四位一体的大学生直播助农模式，同时从政策、资金、人才、技术、市场层面提出模式落地的保障措施，为推动蜜薯产业全链条升级、助力乡村产业振兴提供理论参考与实践指引。

Abstract

As a distinctive coarse grain crop for rural revitalization, sweet potato has become a key agricultural choice in many regions due to its cultivation advantages and market potential. However, it currently faces challenges including lagging variety development, low standardization, weak brand recognition, and limited sales channels. Against the backdrop of digital rural development, college students ‘live-streaming agricultural assistance programs have emerged as a breakthrough solution for the sweet potato industry. These students, equipped with digital literacy, innovative thinking, and market insight, can empower the industry through multiple dimensions such as sales, talent development, branding, and distribution channels. This paper combines the characteristics of sweet potato industry development with the practical value of college students’ live-streaming agricultural assistance, proposing a four-in-one model: “government-university-enterprise collaborative empowerment + brand incubation IP + cultural empowerment through live-streaming + online-offline integration.” It also outlines implementation measures from policy, funding, talent, technology, and market perspectives, providing theoretical references and practical guidance for upgrading the entire sweet potato industry chain and supporting rural industrial revitalization.

关键词

乡村振兴 / 蜜薯产业 / 大学生 / 直播助农 / 品牌建设 / 产业升级

Key words

rural revitalization / sweet potato industry / college students / live-streaming for agricultural support / brand building / industrial upgrading

参考文献

[1] 李晓夏, 赵秀凤 . 直播助农:乡村振兴和网络扶贫融合发展的农村电商新模式[J]. 商业经济研究, 2020(19): 131-134.

[2] 章诗韵, 程啸 . 从学生到新农人：数字素养赋能乡村大学生直播助农的转型之路[J]. 电子商务评论, 2025, 14(12): 1139-1145.

[3] 湛江遂溪番薯电商直播助农实践与研究[J]. 知识经济, 2024(31): 6-8.

基金资助

2025年省级大创项目：乡村振兴-大学生直播助农计划(S202510158002X)

2025年省级大创项目：乡村振兴-智慧农业与数字项目(X202510158001S)

2020年度大连市科技计划项目：金普新区果树苗木产业科技特派团项目()