“数商兴农”背景下直播电商促进农村三产融合的路径分析——以浙江“淘宝村”为例

Analysis on the Path of Live-Streaming E-Commerce to Promote the Integration of Rural Tertiary Industries under the Background of “Digital Commerce for Agriculture”—Taking Zhejiang “Taobao Village” as an Example

摘要: 新一轮数字经济发展浪潮中，乡村产业发展体系“以互联网为中心”深度变革，在乡村振兴战略指引的“数商兴农”精准化策略要求下，农村产业融合在提升产品质量、延伸产业链条、加快资金循环的速度方面急需通过数字化手段实现裂变式发展。直播营销作为网络经济时代新的业态表现之一，其低投入、强互动、快转化的特点，已成为农村产业融合提升农村生产端农产品上行的突破口、拉动农产品供给端深加工的抓手、促进农产品流通环节和物流配送环节仓储业联动的推手，形成“以商促农、以商带产、以商兴旅”的新潮流。“直播”正成为新一轮新农人培育和驱动“数商兴农”的新方向。本研究基于浙江省“淘宝村”案例，从直播数字科技与农村生产、流通、消费环节的融合以及产业链条的加成效应层面展开思考，并通过田野实证，阐述网络直播数字技术嵌入农村流通体系促进“农”向“商”、工业品下乡，撬动“产”的全链路、全要素发力进而激活农业生产的积极性，最终带动“旅”业发展的融合现象、机制及其发展趋势。以上基于浙江“淘宝村”研究挖掘出了可供借鉴的、具有广泛指导性和启发性的政策建议与实践机制，为政府推动乡村振兴数字化发展、企业赋能农村产业融合发展、农村居民接纳数字技术变革提供了经验支撑和理论依据，最终帮助弥合城乡二元差异，实现共同富裕。

Abstract: In the new wave of digital economic development, the profound transformation of rural industrial systems centered on internet technology, guided by the “Digital Commerce Revitalizing Agriculture” strategy under the rural revitalization initiative, demands that rural industry integration achieve exponential growth through digital means in enhancing product quality, extending industrial chains, and accelerating capital circulation. As a new business model in the internet economy era, live-stream marketing with its low investment, strong interactivity, and rapid conversion, has become a breakthrough for rural industrial integration to elevate agricultural product sales, a driving force for deep processing of agricultural products on the supply side, and a catalyst for enhancing coordination among agricultural product circulation, logistics, and warehousing sectors. This forms a new trend of “business promoting agriculture, business driving production, and business revitalizing tourism”. Live-streaming is emerging as a new direction for cultivating new-generation farmers and advancing “Digital Commerce Revitalizing Agriculture”. Based on the case of “Taobao Villages” in Zhejiang Province, this study explores the integration of digital live-streaming technology with rural production, distribution, and consumption, as well as the synergistic effects of industrial chains. Through field research, it elaborates on how embedding digital live-streaming technology into rural circulation systems promotes the transformation from “agriculture” to “commerce”, facilitates the flow of industrial products to rural areas, leverages full-chain and comprehensive efforts across production elements to stimulate agricultural enthusiasm, and ultimately drives tourism development through integration phenomena, mechanisms, and trends. The research on Zhejiang’s “Taobao Villages” has uncovered replicable policy recommendations and practical mechanisms with broad applicability and inspirational value. These findings provide empirical support and theoretical foundations for three key initiatives: government-led digital transformation in rural revitalization, corporate empowerment of rural industrial integration, and rural residents’ adaptation to technological innovations. Ultimately, this approach helps bridge the urban-rural divide and advance common prosperity.