农村电商对共同富裕的提振效应及推进路径研究——抖音农产品直播电商的观察与思考

Research on the Boosting Effect and Promotion Path of Rural E-Commerce on Common Prosperity—Observation and Thinking on Tiktok Agricultural Products Live Broadcast E-Commerce

电商技术作为数字技术革命覆盖人群最广的典型形态之一,对实现共同富裕具有重要意义。直播电商是基于农村电商运行模式的一种全新探索。本文以抖音农产品直播电商为例来探讨农村电商对共同富裕的提振效应及其推进路径,结果发现,农村电商有助于从农村电商对产业的提振、农村电商对农村消费的提振、农村电商对人才的提振、农村电商对绿色生态的提振等方面赋能产业振兴、产品振兴、人才振兴以及生态振兴。但是目前农村电商的发展还存在农村电商基础设施短板依然明显、农村电商相关专业人才匮乏、农产品标准化程度不高等现实问题制约共同富裕。据此,本文也提出了未来农村电商的路径选择,即完善农村电商基础设施、加快孵化农村电商专业人才以及加强农业生产标准化建设。E-commerce technology, as one of the most widely covered typical forms of digital technology revolution, is of great significance for achieving common prosperity. Live streaming e-commerce is a new exploration based on the operation mode of rural e-commerce. This paper takes Tiktok live broadcast e-commerce of agricultural products as an example to discuss the boosting effect of rural e-commerce on common prosperity and its promotion path. The results show that rural e-commerce is conducive to enabling industrial revitalization, product revitalization, talent revitalization and ecological revitalization from the aspects of rural e-commerce’s boosting of industry, rural e-commerce’s boosting of rural consumption, rural e-commerce’s boosting of talent, and rural e-commerce’s boosting of green ecology. However, the current development of rural e-commerce still faces practical problems such as poor factor mobility, lack of professional talents in rural e-commerce, and low standardization of agricultural products, which constrain common prosperity. Based on this, this article also proposes the path selection for future rural e-commerce, namely: guiding the orderly flow of capital, technology, talent and other factors to rural areas, accelerating the incubation of rural e-commerce professionals, and strengthening the construction of agricultural production standardization.