乡村振兴下助农直播收益共享的合同规则优化研究

Optimization of Contract Rules for Benefit Sharing of Agricultural Assistance Live Streaming under Rural Revitalization

摘要: 助农直播成为乡村振兴的新抓手，但目前存在收益共享机制失衡、数据权属不清及纠纷救济缺位等问题，极大制约其可持续发展。针对以上现实困境，从合同规则入手探究优化路径，可以发现收益透明化条款设计、分层配置数据权益及创新县域化救济机制，构建公平高效的利益分配框架对助农直播可持续发展有所助益。同时，以政府范本引导、信用联合奖惩与能力建设政策协同，推动合同规则落地，保障农民合理收益，促进直播助农模式长效运行等措施也对优化助农直播模式具有积极意义。

Abstract: Agricultural assistance live streaming has emerged as a significant tool for rural revitalization. However, its sustainable development is constrained by problems including an imbalance in the benefit-sharing mechanism, unclear data ownership, and a lack of effective relief mechanisms for disputes. To address these challenges, this study proposes optimizing contract rules. Key pathways identified include designing transparent revenue-sharing clauses, implementing a layered allocation framework for data rights and interests, and establishing innovative county-level dispute resolution mechanisms. These measures aim to construct a fair and efficient benefit distribution framework crucial for the sustainable development of agricultural assistance live streaming. Furthermore, complementary policy measures are essential: promoting standardized contract templates by local governments, establishing joint credit reward and punishment mechanisms, and implementing capacity-building initiatives for farmers. These policy synergies will facilitate the implementation of optimized contract rules, safeguard farmers’ reasonable returns, and promote the long-term viability of the agricultural assistance live streaming model.