Research on Competitive Strategies of Agricultural Product Live-streaming E-commerce Enterprises in the Digital Intelligence Era

Abstract

In the digital and intelligent era, live-streaming e-commerce for agricultural products has become an important carrier for the digital transformation of agriculture. The industry is experiencing rapid expansion, but enterprises are facing development challenges such as intensified competition, homogenization of models, and imperfect supply chains. This paper takes live-streaming e-commerce enterprises for agricultural products as the research object, utilizes the PEST model and Porter's Five Forces model, analyzes the competitive environment of enterprises from both macro and micro dimensions, and combines the current development status of the industry to sort out the core issues in digital and intelligent transformation. Finally, it proposes a three-in-one competitive strategy of "digital and intelligent + scenario-based + branding" and an ecological collaborative implementation path. The research results can provide practical references for live-streaming e-commerce enterprises for agricultural products to break through development bottlenecks and enhance their core competitiveness. At the same time, it helps standardize and digitize the industry, promoting the deep integration of rural revitalization and the digital economy.