With the deep integration of the digital economy and rural revitalization, live-streaming e-commerce has become an important channel for promoting the brand building of ecological agricultural products. However, ecological agricultural products still face problems such as unclear brand recognition, insufficient consumer trust, and low efficiency in value transformation in the practice of live-streaming e-commerce. This paper systematically analyzes the internal mechanism by which live-streaming e-commerce empowers the brands of ecological agricultural products, and proposes that live-streaming e-commerce effectively resolves the dilemma of "high quality but low price" of ecological agricultural products through three levels: scenario presentation, interactive trust construction, and community-based dissemination. This enables the explicit expression of the implicit ecological value. Based on this, this paper constructs a four-in-one implementation path for brand empowerment, namely, entity collaboration, content innovation, technical support, and institutional guarantee, providing theoretical references and practical guidance for the transformation of ecological agricultural products from product sales to brand building.
He Qinxue (Wed,) studied this question.