As an emerging business model that supports the high-quality development of agriculture in China, live e-commerce is becoming a significant method for agricultural sales. Agricultural live streaming plays a crucial role in promoting rural revitalization and development, accelerating the transformation and upgrading of agriculture, enhancing the development of rural industries, and increasing farmers' incomes by opening new pathways. However, the live broadcasting of agricultural products currently faces several challenges, including a lack of visibility among in the supply chain concerning, lack of innovation and other issues. Therefore, this paper uses the agricultural live platform "EAST BUY" as a case study to explore the current development status of agricultural e-commerce live, identify existing problems, and propose corresponding strategic recommendations based on the three aspects.

Yuanfang Zhu, Liu He, Weijian Hu, Juntao Li. Research on the Development Status, Problems and Strategies of Agricultural Products E-commerce Live Streaming Platform——Taking "EAST BUY" as an Example. Academic Journal of Business & Management (2024) Vol. 6, Issue 9: 134-142. https://doi.org/10.25236/AJBM.2024.060919.

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