新质生产力视域下直播电商的场景重构与品牌溢价研究——以“与辉同行”阅山河专场为例

Research on Scene Reconstruction and Brand Premium of Live Streaming E-Commerce from the Perspective of New Quality Productivity—Taking the “Walking with Hui” Special Session of Reading Mountains and Rivers as an Example

摘要: 在新质生产力推动数字经济与实体经济深度融合的宏观背景下，传统直播电商长期陷入价格内卷、场景同质化与品牌溢价缺失的发展困境。本文以“与辉同行”阅山河专场为单案例研究对象，运用扎根理论对多源数据进行三级编码分析，核心依托场景理论、寄情消费、意见领袖与粉丝文化等中观理论，探究内容电商通过场景重构实现品牌溢价的内在机理。研究发现：文化与数据要素的创新配置是模式运行的核心基础，通过打破物理边界的移动外景直播，可构建“物理–心理–社会”三维融合的沉浸式场景，触发消费者的社会临场感、心流体验与文化寄情，最终实现产品品牌溢价与区域公用品牌的价值跃升。本文结论为直播电商向体验经济转型、数字化赋能农文旅融合发展提供了理论参考与实践范式。

Abstract: Under the macro background of new quality productivity promoting the in-depth integration of digital economy and real economy, traditional live-streaming e-commerce has long been trapped in the development dilemma of price involution, homogeneous scenes and lack of brand premium. This paper takes the “Walking with Hui” Yushanhe special session as the single case research object, uses grounded theory to conduct three-level coding analysis on multi-source data, and relies on meso theories such as scene theory, emotional consumption, opinion leader and fan culture to explore the internal mechanism of content e-commerce realizing brand premium through scene reconstruction. The study finds that the innovative allocation of cultural and data elements is the core foundation of the model operation. Through mobile outdoor live broadcasting that breaks physical boundaries, it can build an immersive scene with three-dimensional integration of “physical-psychological-social”, trigger consumers’ social presence, flow experience and emotional consumption, and finally realize the product brand premium and the value jump of regional public brands. The conclusion of this paper provides a theoretical reference and practical paradigm for the transformation of live-streaming e-commerce to experience economy and the digital empowerment of the integrated development of agriculture, culture and tourism.