数商兴农背景下数智人赋能农村电商直播的运营策略探析——以华院数智人平台为例

Exploring Operational Strategies of Rural E-Commerce Live Streaming Empowered by AI Digital Human in the Context of Promoting Agriculture through Digital Commerce—A Case Study of Hua Yuan AI Digital Personnel Platform

在“数商兴农”工程背景下,数智人作为AI技术的新产物正改变着“互联网+”现代农业尤其是农村电商直播的发展样态。本文以“华院数智人平台”为例发现,该平台基于数智人产品矩阵为农村电商直播提供了去人类化、人机智能交互、数据驱动精准推流的转型可能,但同时也隐含着仿真技术缺陷、下沉与操作难题、版权与内嵌风险、情感共鸣缺失等潜在危机。借助4V理论,从差异化、功能弹性化、附加价值化、共鸣四维度出发的数智化策略或能为农村电商直播的虚实弥合进路与新型营销前景提供借鉴性的思考。In the context of the “promoting agriculture through digital commerce” project, AI digital human, as a new product of AI technology, are transforming the development landscape of “Internet+” modern agriculture, particularly in rural e-commerce live streaming. Taking the “Hua Yuan AI Digital Personnel Platform” as an example, this paper discovers that the platform, based on its data-intelligent product matrix, offers transformative potential for rural e-commerce live streaming, including dehumanization, human-machine intelligent interaction, and data-driven precise streaming. However, it also reveals potential crises such as simulation technology defects, challenges in deployment and operation, risks related to copyrights and embedded content, as well as a lack of emotional resonance. Drawing on the marketing theory of 4Vs, this study explores data-intelligent strategies from the dimensions of differentiation, functional flexibility, value-added attributes, and emotional resonance. These strategies aim to bridge the gap between virtual and reality in rural e-commerce live streaming, offering insightful considerations for new marketing prospects.