直播电商赋能农村创业的作用机理——基于新质生产力视角的多案例研究  

The Mechanism of Live Commerce Empowering Rural Entrepreneurship--A Multi‐Case Study from the Perspective of New‐Quality Productive Forces

作　　者：胡茉[1] 胡斌[1] 曹原豪 HU Mo;HU Bin;CAO Yuanhao

机构地区：[1]上海工程技术大学管理学院,上海201620 [2]上海交通大学新农村发展研究院,上海200240

出　　处：《华中农业大学学报（社会科学版）》2024年第6期25-36,共12页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：上海市商务委员会项目“上海直播电商统计专项调研”(HSZCG20231001DS)。

摘　　要：基于新质生产力的理论视角,选取典型农村直播电商案例,通过深度访谈、文本分析与案例比较,系统探究农村直播电商创业生态系统构成及其赋能农村创业的作用机理。研究发现,农村直播电商创业生态是一个包含核心行动者、关联参与者和外部创业环境的复杂系统;区别于传统农村电商,直播电商主要通过技术嵌入、市场链接、资源整合以及价值创造四条路径赋能农村创业,将创业生态系统的各构成要素组合为一个互动协同体,有效解决了供销信息不对称、信任缺失等问题,激发了农村创业的活力与潜力,带动了乡村产业发展。基于此,提出了加强数字技能培训、增强乡土创业文化培育、构建完善的利益分配体系、提升配套基础设施建设等策略,为农村直播电商的健康发展与乡村振兴提供理论指导与实践参考。Based on the theoretical perspective of new-quality productive forces,this study selects typical cases of rural live commerce to explore the composition of the entrepreneurial ecosystem and its mechanism in empowering rural entrepreneurship through in-depth interviews,text analysis,and case comparison.The research reveals that the rural live commerce entrepreneurial ecosystem is a complex system comprising core actors,associated participants,and external entrepreneurial environment.Unlike traditional rural e-commerce,live commerce primarily empowers rural entrepreneurship through four pathways:technological embedding,market linking,resource integration,and value creation.It combines the various elements of the entrepreneurial ecosystem into an interactive and collaborative synergy,effectively addressing issues such as information asymmetry and lack of trust,thereby stimulating the vitality and potential of rural entrepreneurship,as well as driving the development of rural industries.Based on these findings,this paper proposes strategies such as enhancing digital skills training,promoting the cultivation of local entrepreneurial culture,constructing a sound profit distribution system,and improving supporting infrastructure construction,so as to provide theoretical guidance and practical references for the healthy development of rural live commerce and rural revitalization.

关 键 词：直播电商 农村创业 新质生产力 乡村振兴 多案例研究 

分 类 号：F224[经济管理—国民经济]