基于全产业链视角的农产品直播电商价值共创共享机制研究  

Livestreaming E-commerce of Agricultural Products Based on the Perspective of the Whole Industry Chain Study on Value Co-creation and Sharing Mechanism

作　　者：王文隆 李金垚 WANG Wenlong;LI Jinyao(College of Economics and Management,Northwest A&F University,Yangling 712100,Shaanxi China)

机构地区：[1]西北农林科技大学经济管理学院,陕西杨凌712100

出　　处：《农业经济与管理》2025年第1期107-119,共13页Agricultural Economics and Management

基　　金：中央高校基本科研业务费专项资金资助(2452021113,2452021171);陕西省社会科学基金项目(2022R030)。

摘　　要：随着互联网技术发展和普及,农产品直播电商蓬勃兴起,并对产业链价值创造和各参与主体利益分配产生重大影响。基于已有文献,结合农产品直播电商发展的客观实践,系统梳理了农产品直播电商的定义及特征,并以全产业链视角对农产品直播电商价值共创和共享两个过程进行全面剖析,以江永县为对象进行案例分析。研究发现,农产品直播电商不仅在产业链的上游、中游和下游环节均实现社会-经济-文化三维一体价值体系的创造,还使各主体之间更加公平合理地分配利益。研究结论对于政府出台农产品直播电商相关政策措施,推动数字经济发展、促进乡村振兴具有参考意义。With the advancement and widespread adoption of Internet technology,livestreaming ecommerce of agricultural products has experienced remarkable growth,significantly influencing value creation within the industrial chain and the distribution of benefits among various stakeholders.Drawing on existing literature and incorporating practical insights from the development of livestreaming e-commerce of agricultural products,this study systematically defines and characterizes livestreaming e-commerce of agricultural products.It comprehensively examines the processes of value co-creation and sharing from a holistic industrial chain perspective,using Jiangyong county as a case study.The research reveals that livestreaming e-commerce of agricultural products not only facilitates the establishment of an integrated value system encompassing social,economic,and cultural dimensions across upstream,midstream,and downstream links of the industrial chain but also promotes a more equitable and reasonable distribution of benefits among all participants.The findings provide valuable references for policymakers in formulating measures to support livestreaming e-commerce of agricultural products,fostering the digital economy,and advancing rural revitalization.

关 键 词：产业链 价值共创 价值共享 农产品 

分 类 号：F724.6[经济管理—产业经济]