数字劳动视阈下直播电商对传统电商的多维重构机制与衍生风险研究

A Study on the Multidimensional Reconstruction Mechanism and Derivative Risk of Live E-Commerce to Traditional E-Commerce from the Perspective of Digital Labor

摘要: 本研究立足于数字经济时代直播电商这一数字生产力载体规模持续扩张，与传统电商模式因生产关系适配滞后产生的增长乏力这一现实矛盾，聚焦直播电商对传统电商领域生产关系的结构性重塑，深入剖析此重塑下传统电商产业链的变革机制，分析未来发展中上层建筑与数字经济基础适配的潜在挑战，为此提出包括锚定人民群众消费需求升级、强化网络技术社会主义价值导向的技术赋能，契合国家治理体系现代化、回应网络意识形态领域新要求的治理创新。研究成果致力于以马克思主义政治经济学关于产业链、价值链的分析逻辑为遵循，构建数字经济背景下直播电商介入形成的符合社会主义市场经济规律的新兴产业链重构四维模型理论框架，破局路径的提出为数字经济领域平台治理与政策设计提供马克思主义立场、观点、方法的学理支撑。

Abstract: This research is based on the reality that the scale of live-streaming e-commerce, a digital productivity carrier in the era of digital economy, is continuously expanding, while traditional e-commerce models are experiencing sluggish growth due to lagging adaptation of production relations. It focuses on the structural reshaping of production relations in traditional e-commerce by live-streaming e-commerce, deeply analyzes the transformation mechanism of the traditional e-commerce industrial chain under this reshaping, and examines the potential challenges in the future development of the adaptation between the superstructure and the digital economy foundation. To this end, it proposes measures including anchoring the upgrading of people’s consumption demands, strengthening the socialist value orientation of technological empowerment, and governance innovation that aligns with the modernization of the national governance system and responds to new requirements in the field of network ideology. The research results aim to follow the analytical logic of Marxist political economy regarding industrial chains and value chains, and construct a theoretical framework of a four-dimensional model for the reconstruction of the emerging industrial chain formed by the intervention of live-streaming e-commerce in the context of the digital economy, which conforms to the laws of the socialist market economy. The proposed path-breaking measures provide theoretical support from the Marxist perspective, viewpoint, and method for platform governance and policy design in the digital economy field.