数智化乡村建设下助农直播的困境及解决路径研究

Research on the Dilemmas and Solutions of Agriculture-Supporting Livestreaming under the Construction of Digital-Intelligent Rural Areas

摘要: 在数智化乡村建设战略深入推进的背景下，直播助农作为数字经济赋能乡村振兴的关键场景，在拓宽农产品销路、促进农民增收等方面成效显著。然而，其发展仍面临数字人才短缺、产业链基础薄弱、内容生态同质、监管治理滞后等多维困境，制约了其可持续性与增效潜力。本文基于利益相关者理论与技术–组织–环境(TOE)分析框架，系统梳理助农直播在数智化转型进程中的核心挑战，从培育数字新农人、夯实数字化产业基础、创新内容营销模式、构建智能化治理体系等方面，提出协同性、系统化的解决路径，同时预判数智化转型背后的潜在风险并给出规避思路，为推动助农直播从“流量红利”向“质量红利”可持续高质量发展、助力乡村全面振兴提供理论参考与实践指引。

Abstract: Against the background of the in-depth advancement of the digital-intelligent rural construction strategy, livestreaming for agriculture support, as a key scenario for the digital economy to empower rural revitalization, has achieved remarkable effects in expanding the sales channels of agricultural products and increasing farmers’ income. Nevertheless, its development is still confronted with multi-dimensional dilemmas including the shortage of digital talents, weak industrial chain foundation, homogeneous content ecology, and lagging supervision and governance, which restrict its sustainability and efficiency-enhancing potential. Based on the Stakeholder Theory and the Technology-Organization-Environment (TOE) analytical framework, this paper systematically sorts out the core challenges of agriculture-support livestreaming in the process of digital-intelligent transformation. Furthermore, it puts forward collaborative and systematic solutions from the aspects of cultivating new digital farmers, consolidating the digital industrial foundation, innovating content marketing models, and building an intelligent governance system, and pre-judges the potential risks behind the digital-intelligent transformation and provides avoidance ideas. This study aims to provide theoretical references and practical guidance for promoting the sustainable and high-quality development of agriculture-support livestreaming from “traffic dividend” to “quality dividend” and boosting the comprehensive revitalization of rural areas.