直播电商赋能农业品牌化：价值共创与乡村产业协同发展研究

Research on Live Streaming E-Commerce in Agricultural Branding: Value Co-Creation and Rural Industrial Synergy

摘要: 本文旨在探讨直播电商如何作为一种革命性的渠道和互动模式，赋能农业品牌化进程，并在此过程中分析各参与主体，如农民、电商平台、主播或MCN机构、消费者及地方政府等，如何通过价值共创实现共赢，最终推动乡村产业的协同与可持续发展。本文将构建“直播电商–农业品牌化–价值共创–产业协同”的理论逻辑与实践路径，为乡村振兴战略的实施提供理论参考与实践启示。

Abstract: This study aims to investigate how live-streaming e-commerce serves as a revolutionary channel and interactive model to empower agricultural branding. It analyzes the process through which diverse participants—including farmers, e-commerce platforms, streamers or MCN agencies, consumers, and local governments—achieve mutual benefits via value co-creation, ultimately fostering synergistic and sustainable development in rural industries. By establishing a conceptual pathway connecting live-streaming e-commerce, branding, value co-creation, and industrial synergy, the study offers theoretical and practical implications for rural revitalization.