新发展理念引领下直播电子商务的高质量发展路径探析

Research on the High-Quality Development Path of Live E-Commerce under the Guidance of the New Development Concept

摘要: 直播电子商务是数字经济与实体经济深度融合的新型业态，在高速发展中暴露出的创新不足、协调失衡等深层次问题，制约了其从规模扩张向质量提升的转型，亟需新发展理念引领规范。本文以马克思主义生产力与生产关系辩证原理为基础，引入数字劳动、平台资本主义理论视角，界定了新发展理念与直播电商高质量发展的核心内涵，剖析了二者的内在契合性，还从新发展理念视角梳理了行业发展现状与现存问题。在此基础上，本文从创新、协调、绿色、开放、共享五大维度提出直播电商高质量发展的具体路径，并构建了政策、平台、行业、监管四位一体的配套保障机制。本研究旨在丰富新发展理念在数字经济领域的应用研究，完善直播电商高质量发展的理论框架，为行业规范可持续发展提供实践参考，同时彰显马克思主义理论在数字经济时代的当代实践价值。

Abstract: Live e-commerce is a new form of the deep integration of the digital economy and the real economy. The deep-seated problems such as insufficient innovation and unbalanced coordination exposed in its rapid development have restricted its transformation from scale expansion to quality improvement, which urgently needs the guidance and standardization of the new development concept. Based on the Marxist dialectical principle of productive forces and production relations, and introducing the theoretical perspectives of digital labor and platform capitalism, this paper uses the methods of literature research, case analysis and data analysis to define the core connotations of the new development concept and the high-quality development of live e-commerce, and analyzes their internal consistency. It also sorts out the industry’s development status and existing problems from the perspective of the new development concept. On this basis, this paper puts forward specific paths for the high-quality development of live e-commerce from the five dimensions of innovation, coordination, green development, opening up and sharing, and constructs a four-in-one supporting guarantee mechanism including policy, platform, industry and supervision. This research aims to enrich the application research of the new development concept in the digital economy, improve the theoretical framework for the high-quality development of live e-commerce, provide practical references for the standardized and sustainable development of the industry, and highlight the contemporary practical value of Marxist theory in the digital economy era.