数字化电商直播赋能乡村产业振兴：价值共创与困境突破

Digital E-Commerce Live Broadcasting Empowers Rural Industry Revitalization: Value Co-Creation and Dilemma Breakthrough

摘要: 数字化电商直播作为数字经济赋能乡村发展的重要形态，在推动乡村产业振兴中展现出巨大潜力，但实践中也面临多重困境。本文旨在从价值共创理论视角出发，系统阐释数字化电商直播赋能乡村产业振兴的理论逻辑、作用机制、现实困境与突破路径。文章采用理论建构与逻辑推演方法，整合价值共创理论、行动者网络理论和“人–货–场”分析框架，构建电商直播赋能乡村产业振兴的价值共创分析模型。研究发现，电商直播赋能乡村产业振兴的价值共创机制可从主体、互动和效应三个维度加以理解，包含农户、主播、平台、政府和消费者等多元主体的协同互动；实践中面临“人”的人才匮乏与能力不足、“货”的同质化与品牌缺失、“场”的基础设施薄弱与治理机制不畅三类困境；困境的深层成因在于小农经济与平台经济的结构性张力、价值分配不均导致的激励扭曲以及乡村社会资本与数字信任的错位。突破困境需要从制度路径、赋能路径、协同路径和可持续路径四个方面系统推进。

Abstract: As an important form of digital economy to empower rural development, digital e-commerce live broadcast shows great potential in promoting the revitalization of rural industry, but it also faces multiple difficulties in practice. From the perspective of value co-creation theory, this paper aims to systematically explain the theoretical logic, mechanism, practical dilemma and breakthrough path of digital e-commerce live broadcast empowering rural industrial revitalization. This paper adopts theoretical construction and logical deduction methods, integrates value co-creation theory, actor network theory and ‘person-goods-field’ analysis framework, and constructs a value co-creation analysis model of e-commerce live broadcast empowering rural industrial revitalization. It is found that the value co-creation mechanism of e-commerce live broadcasting enabling rural industrial revitalization can be understood from three dimensions: subject, interaction and effect, including the collaborative interaction of multiple subjects such as farmers, anchors, platforms, governments and consumers. In practice, there are three types of difficulties: the lack of talents and insufficient ability of ‘people’, the homogenization of ‘goods’ and the lack of brand, the weak infrastructure of ‘field’ and the poor governance mechanism; the deep causes of the dilemma lie in the structural tension between the small-scale peasant economy and the platform economy, the incentive distortion caused by the uneven distribution of value, and the dislocation of rural social capital and digital trust. Breaking through the dilemma needs to be systematically promoted from four aspects: institutional path, enabling path, collaborative path and sustainable path.