AI直播赋能乡村电商的分主体应用与发展路径研究

A Study on the Application and Development Pathways of AI-Powered Live Streaming in Empowering Rural E-Commerce

摘要: 乡村振兴战略之下，AI直播成了推进乡村电商改进提升，帮助农产品上行以及打造乡村品牌的载体，本文把农户、农民合作社、龙头企业这三大农业经营主体当作研究目标，依靠共生理论和资源编排理论，全面剖析了AI直播助力乡村电商的内在原理及其分主体差别化的应用状况，创建起这三大主体互利共生的全链条价值创造机制，找出了当下行业发展的关键阻碍以及各个主体不一样的资源编排能力缺陷，从而给出适合三大主体的阶梯式发展冲破途径和相应的保障措施，本文的研究成果可以给乡村电商AI直播的产业操作赋予理论支持并落实到实际当中去，而且还能给数字乡村创建，乡村产业振兴方面的研究带来全新的观察角度。

Abstract: Against the backdrop of the rural revitalization strategy, AI-powered livestreaming has emerged as a vital vehicle for advancing the quality improvement and industrial upgrading of rural e-commerce, facilitating the upward flow of agricultural products, and building rural brands. This paper focuses on three major agricultural operators—farmers, farmer cooperatives, and leading enterprises—and, grounded in symbiosis theory and resource orchestration theory, systematically analyzes the intrinsic logic and differentiated application patterns of AI-powered livestreaming across these entities. It constructs a full-chain value co-creation mechanism enabling mutual benefit and symbiosis among the three actors, identifies core bottlenecks in industry development and resource orchestration gaps specific to each entity, and ultimately proposes tiered development pathways and supporting measures tailored to each actor. The findings of this study provide theoretical underpinnings and practical guidance for the industrial implementation of AI-powered livestreaming in rural e-commerce, while also offering new analytical perspectives for research on digital rural development and rural industrial revitalization.