新质生产力赋能乡村直播电商高质量发展：内在逻辑、现实困境与推进路径

New Quality Productivity Empowers High-Quality Development of Rural Live-Stream E-Commerce: Intrinsic Logic, Practical Dilemmas and Promotion Pathways

摘要: 在乡村振兴与数字中国建设协同推进的时代背景下，新质生产力以新一代信息技术、人工智能、大数据等为核心驱动要素，通过与乡村传统生产要素的深度融合，为乡村直播电商的高质量发展注入了全新动能。作为连接城乡、推动乡村产业振兴的重要模式，乡村直播电商的高质量发展对破解农产品销售难题、促进农业转型升级、持续增加农民收入具有关键作用。然而，当前其发展仍普遍面临技术应用适配性不足、专业人才供给匮乏、供应链体系支撑薄弱、品牌建设进程滞后等多重挑战。本文立足新质生产力的理论内涵与乡村直播电商的发展实际，系统阐释二者之间的内在赋能逻辑，深入剖析当前赋能过程中的现实瓶颈，进而构建起涵盖“技术赋能、人才支撑、供应链协同、品牌打造、政策保障”五个维度的理论路径体系，以期为推动乡村直播电商实现从“量”的扩张到“质”的跃升、助力农业农村现代化进程提供理论借鉴与实践参考。

Abstract: Against the backdrop of the coordinated advancement of rural revitalization and the construction of a digital China, new productive forces, driven by core elements such as next-generation information technology, artificial intelligence, and big data, have injected new momentum into the high-quality development of rural live-streaming e-commerce through in-depth integration with traditional rural production factors. As an important model connecting urban and rural areas and promoting rural industrial revitalization, the high-quality development of rural live-streaming e-commerce plays a crucial role in solving the problems of agricultural product sales, promoting the transformation and upgrading of agriculture, and continuously increasing farmers’ income. However, its current development generally faces multiple challenges, such as insufficient adaptability of technology application, shortage of professional talent supply, weak support of the supply chain system, and lagging brand building process. Based on the theoretical connotation of new productive forces and the actual development of rural live-streaming e-commerce, this paper systematically explains the internal enabling logic between the two, deeply analyzes the practical bottlenecks in the current enabling process, and then constructs a theoretical path system covering five dimensions: “technological empowerment, talent support, supply chain collaboration, brand building, and policy guarantee”. It is expected to provide theoretical reference and practical guidance for promoting rural live-streaming e-commerce to achieve a leap from “quantitative” expansion to “qualitative” improvement and promote the process of agricultural and rural modernization.