大学生农产品电商创业的困境呈现与调适策略——基于抖音平台15个返乡创业账号的网络观察

Presentation of Difficulties and Adjustment Strategies for College Students’ E-Commerce Entrepreneurship in Agricultural Products—Network Observation Based on 15 Returnee Entrepreneurship Accounts on the TikTok Platform

摘要: 在数字经济与乡村振兴战略深度融合的背景下，大学生返乡从事农产品电商创业已成为重要趋势。本研究采用网络观察法，对抖音平台15个大学生返乡创业账号进行历时性追踪，系统探究其创业初期的关键障碍与动态调适路径。研究发现，创业困境呈现层次性结构：表层为内容生产与流量获取的技术性制约，中层为供应链管理的结构性障碍，深层为身份认同的心理性张力。针对以上困境，采取从内容层面的叙事转型，到选品层面的风险规避，再到资源层面的网络建构，其行动逻辑呈现出从“生存导向”向“生长导向”的演进。本研究在理论上揭示了大学生返乡创业困境的层次性与调适的动态过程性，在实践上为优化创业支持政策与完善高校创业教育提供了实证依据。

Abstract: Against the backdrop of deep integration between the digital economy and rural revitalization strategies, college students returning to their hometowns to engage in agricultural e-commerce entrepreneurship has emerged as a significant trend. This study employs network observation methodology to conduct a longitudinal analysis of 15 college student entrepreneurial accounts on TikTok platform, systematically examining key challenges during startup phases and adaptive strategies. Research findings reveal a hierarchical structure of entrepreneurial dilemmas: surface-level technical constraints in content production and traffic acquisition, intermediate structural barriers in supply chain management, and deep-seated psychological tensions related to identity recognition. Addressing these challenges, the study identifies three evolutionary pathways—from narrative transformation at the content level to risk mitigation in product selection, and resource network construction at the operational level—demonstrating a progression from “survival-oriented” to “growth-oriented” strategies. The research theoretically elucidates the hierarchical nature of entrepreneurial challenges faced by returning students and their dynamic adaptation processes, while providing empirical evidence for optimizing entrepreneurial support policies and enhancing entrepreneurship education in higher education institutions.