A Marketing-Mix Perspective on Live-Streaming E-Commerce Empowering Rural Industrial Integration: An Exploratory Study Based on Multiple Mountainous Villages in Southern Anhui_Vol. 3 No. 4 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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A Marketing-Mix Perspective on Live-Streaming E-Commerce Empowering Rural Industrial Integration: An Exploratory Study Based on Multiple Mountainous Villages in Southern Anhui

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DOI: https://doi.org/10.62517/jbm.202609410

Author(s)

Chenglin Li1, Yu Zheng2

Affiliation(s)

1School of Economics and Management, Anqing Normal University, Anqing, Anhui, China 2Associate Professor, School of Economics and Management, Anqing Normal University, Anqing, Anhui, China

Abstract

Against the backdrop of the digital economy, live-streaming e-commerce offers critical opportunities for rural industrial integration and rural revitalization. Nevertheless, existing literature lacks localized empirical evidence for hilly-mountain rural regions and insufficiently explores the role of university-student agricultural assistance teams in industrial integration. Drawing upon field investigations of five villages in southern Anhui and first-hand sales data (October 2024-February 2025) from Anqing Normal University’s student agricultural assistance team, this paper adopts exploratory case study and descriptive statistics to unpack how live-streaming e-commerce empowers rural industrial integration. The results identify a collaborative four-dimensional driving mechanism composed of technology, market, policy and talent. Meanwhile, sales data reveal prominent seasonal volatility and large customer unit-price gaps, exposing weaknesses in product portfolio design and supply-chain resilience of mountain rural e-commerce. Targeted practical strategies are further proposed, including optimizing seasonal product portfolios, implementing differentiated live-stream marketing, and building talent inheritance mechanisms for student assistance teams, to support sustainable university-local collaborative rural revitalization.

Keywords

Live-Streaming E-Commerce; Rural Industrial Integration; Digital Countryside; Driving Mechanism; University–Local Collaboration

References

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