数商兴农下直播电商赋能小农户的路径研究

Research on the Path of Live E-Commerce Empowerment for Small Farmers through Digital Commerce to Promote Agriculture

摘要: 在“数商兴农”战略背景下，如何通过数字技术助力小农户有效衔接全国大市场，是推动农业现代化与乡村振兴的关键议题。本文聚焦直播电商，系统探讨其赋能小农户的内在机理与实践路径。研究首先剖析了小农户面临的信息不对称、流通链冗长及品牌标准化缺失三大核心困境。进而，本文从信息对接、流通优化与品牌塑造三个维度，阐释了直播电商在破解信息壁垒、缩短供应链、提升产品附加值方面的赋能作用。最后，研究构建了一个包含政府、平台与小农户三方协同的赋能路径框架，强调政府需加强顶层设计与基础设施投入，平台企业应履行社会责任并创新服务模式，而小农户自身则需提升组织化与数字化能力。本研究为深化数字技术赋能小农户的理论认知提供了有益视角，并为相关政策的制定与实践的开展提供了参考。

Abstract: In the context of the “Digital Commerce to Promote Agriculture” strategy, how to leverage digital technologies to help small farmers effectively connect with the national market has become a key issue in advancing agricultural modernization and rural revitalization. This paper focuses on live e-commerce, systematically exploring its internal mechanisms and practical pathways for empowering small farmers. The study first analyzes three core challenges faced by small farmers: information asymmetry, lengthy distribution chains, and lack of brand standardization. Subsequently, it examines the enabling role of live-streaming e-commerce in breaking down information barriers, shortening supply chains, and enhancing product value through three dimensions: information alignment, supply chain optimization, and brand building. Finally, the research constructs a collaborative empowerment framework involving three parties: government, platforms, and small farmers. It emphasizes that governments should strengthen top-level design and infrastructure investment, platform enterprises should fulfill social responsibilities and innovate service models, while small farmers themselves need to enhance organizational and digital capabilities. This study provides valuable insights for deepening theoretical understanding of digital technology empowerment for small farmers, and offers references for policy formulation and practical implementation.