Research on the brand building of rural e-commerce live streaming under the background of rural revitalization

Driven by the rural revitalization strategy, e-commerce live streaming has developed rapidly in past two years, and differentiated development trend of broadcast brand building become more obvious. This paper takes some cases to on Kuaishou, Douyin other platforms as research object, finds that lack professional talents, insecure product quality service, weak scene construction, poor marketing publicity effect are main problems hindering construction brand.