马克思劳动价值论视域下农产品电商直播创新发展路径研究

Research on the Innovative Development Path of E-Commerce Live Broadcast of Agricultural Products under the Threshold of Marx’s Labour Value Theory

摘要: 农产品电商直播是数字经济赋能农业发展的新业态，在促进农产品产销、提升农民收入方面发挥着巨大作用。随着人工智能、5G、大数据等新技术的快速发展，农产品电商直播发展过程中存在的隐形矛盾日益突出，如农产品电商直播中价值的创造与分配、流通成本隐形增加、农民作为农产品价值的直接创造者其收入仍然较低的问题。本文基于马克思劳动价值论，深入剖析农产品电商直播过程中价值创造、实现与分配的内在逻辑，揭示农产品电商直播过程中价值创造的源泉、流通领域以及分配方面存在的问题，对农产品电商直播可持续、高质量发展提供理论参考和实践借鉴。

Abstract: E-commerce live broadcast of agricultural products is a new business model that the digital economy empowers agricultural development, which plays a great role in promoting the production and sales of agricultural products and increasing farmers’ income. With the rapid development of artificial intelligence, 5G, big data and other new technologies, the invisible contradictions in the development of agricultural e-commerce live broadcasts are increasingly prominent, such as the creation and distribution of value in the live broadcast of agricultural e-commerce, the invisible increase in circulation costs, and the low income of farmers as the direct creators of the value of agricultural products. Based on Marx’s theory of labour value, this article deeply analyses the inherent logic of value creation, realisation and distribution in the process of e-commerce live broadcast of agricultural products, and reveals the problems in the source, circulation field and distribution of value creation in the process of live broadcast of agricultural e-commerce, and provides sustainable and high-quality live broadcast of agricultural products. The exhibition provides theoretical and practical reference.