直播电商赋能乡村产业振兴路径分析——以北京地区为例

Analysis of the Paths for Live-Streaming E-Commerce to Empower Rural Industrial Revitalization—Taking Beijing Area as an Example

摘要: 本文基于嵌入性理论视角，系统探讨直播电商赋能北京乡村产业振兴的路径与运行机制。研究发现，直播电商通过关系嵌入构建以信任为核心的网络，依托认知、情感与制度三维机制强化消费者联结与供应链协同；通过结构嵌入对接北京超大城市消费市场与多元主体协同网络，实现农产品高效上行与产业生态整合；通过制度嵌入获得政策精准赋能与人才体系化培养，为产业发展提供制度保障与人才支撑；通过地域嵌入深度融合地理标志产品与京味文化资源，以“视觉–叙事–业态”三重内容矩阵驱动品牌增值与三产融合。北京实践呈现出“政策–市场–科技–文化”四轮驱动的鲜明特色，有效促进了乡村产业增值与融合升级。未来应进一步深化地域特色挖掘、强化供应链与品牌建设、优化多元生态协同，以提升赋能效果的可持续性与内生性。

Abstract: From the perspective of the embeddedness theory, this paper systematically explores the pathways and operational mechanisms by which live-streaming e-commerce empowers the revitalization of rural industries in Beijing. The study reveals that live-streaming e-commerce constructs a trust-centered network through relational embeddedness. By relying on the three-dimensional mechanisms of cognition, emotion, and institutions, it strengthens consumer connections and supply-chain collaboration. Through structural embeddedness, it bridges the consumption market of Beijing (a megacity) and the collaborative network of diverse entities, enabling the efficient upward flow of agricultural products and the integration of the industrial ecosystem. Through institutional embeddedness, it obtains precise policy support and systematic talent cultivation, providing institutional safeguards and human-resource backing for industrial development. Through geographical embeddedness, it deeply integrates geographical indication products with Beijing-flavored cultural resources. A triple-content matrix of “visual-narrative-business format” drives brand value appreciation and the integration of primary, secondary, and tertiary industries. The Beijing case exhibits distinct characteristics of “policy-market-technology-culture” four-wheel drive, effectively promoting the value-addition, integration, and upgrading of rural industries. In the future, there is a need to further explore regional characteristics, strengthen supply-chain and brand development, and optimize the collaboration of diverse ecological elements to enhance the sustainability and endogeneity of the empowerment effect.