“嵌入式发展”视角下的农村电商直播经济运营反思与生态重构

Reflections and Ecological Reconstruction of Rural E-Commerce Live-Streaming Economy from the Perspective of “Embedded Development”

摘要: 本文旨在超越将农村电商直播简单视为单纯技术工具或销售渠道的主流叙事，转而从经济社会学“嵌入式”理论视角出发，将其理解为经济逻辑与乡村社会关系深度互构的系统。当前诸多农村电商发展困境的根源在于外部导入以追求直接的经济效率与流量的“市场逻辑”与乡土社会固有的“社会逻辑”发生了脱嵌。因此真正的生态重构，核心路径在于推动农村经济活动的“再嵌入”，即通过构建以农民及乡村社区为主体、以乡土社会交往网络与信任为基石的、多方利益相关者协同共生的新型生态系统。

Abstract: This paper aims to transcend the mainstream narrative that simplistically views rural e-commerce livestreaming as merely a technical tool or sales channel, instead adopting the “embeddedness” theory from economic sociology to understand it as a system deeply co-constituted by economic logic and rural social relations. The root cause of many current challenges in rural e-commerce development lies in the disembedding of externally imported “market logic”—driven by the pursuit of direct economic efficiency and traffic—from the inherent “social logic” of rural society. Therefore, the core path to genuine ecological reconstruction lies in promoting the “re-embedding” of rural economic activities. This entails building a new ecosystem where farmers and rural communities are the main actors, with the social interaction networks and trust of rural society as the foundation, fostering a collaborative and symbiotic environment among multiple stakeholders.