乡村振兴背景下农产品电商直播的组织化路径研究——以云南省双江县邦木村为例

A Study on Organizational Approaches to Agricultural Product E-Commerce Live Streaming in the Context of Rural Revitalization—A Case Study of Bangmu Village, Shuangjiang County, Yunnan Province

摘要: 在全面推进乡村振兴背景下，电商直播为我国农产品产业发展提供了重要的实践平台。但当前大量小农户生产经营分散，在品质把控、品牌打造与市场推广等方面存在先天不足，仅仅提供直播工具很难从根本上解决农产品上行的深层障碍。因此，探索如何依托电商直播模式，推动小农户与大市场实现高效对接，这已成为当前乡村产业发展中亟待解决的问题。本文选取云南省双江县邦木村茶叶的电商直播实践作为分析案例，试图考察农产品电商直播所采取的组织化路径。研究发现，邦木村探索出的组织化发展模式，依托三个核心机制的有效运转，做到了电商销售与茶农增收的双赢，顺利地将分散经营的农户用组织化的方式嵌入到电商产业链中。信任传递机制摆脱了农产品电商在信任方面的困境，利益联结机制保证了各方合作的可持续性，资源整合机制为直播电商提供了稳定的物质基础。基于此，未来应从强化村集体与合作社协同治理、严格夯实品质基础、建立合理的利益分配机制、推进加工能力建设和品牌培育四个方面助力乡村振兴，推动农产品直播电商行业的高质量发展。

Abstract: Against the backdrop of the comprehensive advancement of rural revitalization, e-commerce live streaming has provided a vital practical platform for the development of China’s agricultural product industry. However, many small-scale farmers currently operate in a fragmented manner, facing inherent challenges in quality control, brand building, and market promotion. Simply providing live streaming tools is unlikely to fundamentally resolve the deep-seated obstacles hindering the upward flow of agricultural products. Therefore, exploring how to leverage the e-commerce live streaming model to facilitate efficient connections between small-scale farmers and the broader market has become an urgent issue in the current development of rural industries. This paper selects the e-commerce live streaming practices of tea from Bangmu Village in Shuangjiang County, Yunnan Province, as a case study to examine the organizational pathways adopted in agricultural e-commerce live streaming. The research finds that the organizational development model pioneered by Bangmu Village, relying on the effective operation of three core mechanisms, has achieved a win-win outcome of e-commerce sales and increased income for tea farmers, successfully integrating small-scale farmers operating in a dispersed manner into the e-commerce industrial chain through organized means. The trust-building mechanism has overcome the trust-related challenges in agricultural e-commerce, the interest-linkage mechanism ensures the sustainability of cooperation among all parties, and the resource-integration mechanism provides a stable material foundation for live-streaming e-commerce. Based on these findings, future efforts should focus on four key areas to support rural revitalization and promote the high-quality development of the agricultural live-streaming e-commerce industry: strengthening collaborative governance between village collectives and cooperatives, rigorously consolidating quality standards, establishing reasonable profit-sharing mechanisms, and advancing processing capacity and brand development.