直播电商助推乡村经济振兴的创新模式与潜在危机研究

Research on the Innovative Models and Potential Crises of Live-streaming E-commerce to Promote Rural Economic Revitalization

农产品直播电商的社会实践持续升温,但目前国内外鲜有针对其经济赋能效果和潜在危机的讨论。本文对广州市郊一家农产品电商运营培训机构A进行参与式观察,并对24位学员进行深度访谈,考察直播电商助推乡村经济振兴的多样主体行动,探讨其经济可行性和潜在危机。研究发现,在国家“数商兴农”工程的宏大背景下,农产品直播电商在生产、销售、推广三个环节起提振农村经济的重要作用,创生了乡村经济发展的数字化模式。其创生效果包括:第一,直播电商多元主体的生产性良性共创,即直播电商的销售模式促成了“新农民”主播、官方与媒体机构、MCN机构多样主体的高效联动。第二,电子商务营销体系推陈出新,即农产品直播电商模式积极构建覆盖“产营销”全环节、多样态的新型营销模式,革新了传统农产品销售模式。第三,直播电商依赖年轻化与趣味化的数字文本,实现农产品文化传播过程的符号话语体系创新,能够在创造市场价值的同时,推动乡村文化建设。然而,农产品直播电商助推乡村经济繁荣的背后,仍然存在专业化、职业化人才困境待突破重围;顶层设计与落地实操之间的缝隙有待弥合等潜在危机。

The social practice of live-streaming e-commerce for agricultural products continues to rise,but there are currently few discussions at home and abroad about its economic empowerment effects and potential crises.In this paper,we conduct participant observation and in-depth interviews with 24 trainees at A,a training institute for agricultural e-commerce operations in the suburbs of Guangzhou,to examine the diverse subject actions of live-streaming e-commerce in promoting rural economic revitalization,and to explore its economic feasibility and potential crises.The study found that in the context of the national scheme of“digitalization and business for rural development”,live-streaming e-commerce of agricultural products plays an important role in boosting the rural economy in three areas,production,sales and promotion,and creates a digital model for rural economic development.The effects are as follows.Firstly,the productive and benign co-creation of multiple subjects of live-streaming e-commerce,i.e.the sales model of live-streaming e-commerce has led to the efficient linkage of“new farmers”anchors,official and media organizations,and MCN organizations.Secondly,the e-commerce marketing system is new and innovative,i.e.the live-streaming e-commerce model of agricultural products actively builds a new marketing model covering the whole aspect of“production and marketing”and various modes,which has revolutionized the sales model of traditional agricultural products.Thirdly,live-streaming e-commerce relies on youthful and interesting digital texts to achieve the innovation of the symbolic discourse system in the process of cultural communication of agricultural products,which can create market value and promote the construction of rural culture at the same time.However,there are still dilemmas behind the prosperity of the rural economy fuelled by live-streaming e-commerce of agricultural products.Firstly,the dilemmas of professional and vocational talents have to be broken through.The gap between top-level design and practical implementation needs to be bridged.