智能技术赋能农村电商发展的机制研究——基于多案例分析

A Study on the Mechanisms of Smart Technologies EmpoweringRural E-Commerce Development—Based on a Multi-Case Analysis

摘要: 智能技术的快速发展为破解农村电商发展瓶颈、赋能乡村振兴提供了新的路径。然而，智能技术赋能农村电商的内在作用机制尚需深入探讨。本研究聚焦智能技术赋能农村电商的关键机制问题，采用多案例研究方法，选取了“贵州村超”(AI直播带货)、“云南大山里的小院”(VR沉浸式体验)、“新疆阿勒泰奇台县”(虚拟主播)、“浙江安吉余村”(数字乡村生态)及“四川凉山布拖县”(云养鸡模式)五个典型案例进行深入剖析。研究发现，智能技术主要通过以下核心机制赋能农村电商发展：(1) 精准供需匹配与流量激活机制；(2) 沉浸式体验构建与信任增强机制；(3) 全链路数字化与价值链重构机制；(4) 创新商业模式与市场拓展机制。本研究系统阐释了智能技术赋能农村电商的多维作用路径，深化了对技术赋能乡村振兴内在机理的理解，为政府及企业优化农村电商发展策略、有效应用智能技术提供了理论依据与实践指导。

Abstract: The rapid development of intelligent technology has provided new pathways to overcome the bottlenecks in rural e-commerce development and empower rural revitalization. However, the intrinsic mechanism through which intelligent technology empowers rural e-commerce still requires in-depth exploration. This study focuses on the key mechanisms of intelligent technology-enabled rural e-commerce, employing a multiple-case study research method. It selects five typical cases for in-depth analysis: “Guizhou Village Super League” (AI livestreaming e-commerce), “Courtyard in Yunnan’s Remote Mountains” (VR immersive experience), “Qitai County, Altay, Xinjiang” (virtual streamers), “Yucun Village, Anji, Zhejiang” (digital rural ecology), and “Butuo County, Liangshan, Sichuan” (the “Cloud Chicken Farming” model). The research finds that intelligent technology primarily empowers the development of rural e-commerce through the following core mechanisms: (1) Precise Supply-Demand Matching and Traffic Activation Mechanism; (2) Immersive Experience Construction and Trust Enhancement Mechanism; (3) Full-Link Digitization and Value Chain Restructuring Mechanism; (4) Innovative Business Models and Market Expansion Mechanism. This study systematically reveals the multi-dimensional pathways through which intelligent technology empowers rural e-commerce, deepens the understanding of the intrinsic logic of technological empowerment for rural revitalization, and provides a theoretical basis and practical guidance for governments and enterprises to optimize rural e-commerce development strategies and effectively apply intelligent technologies.