摘要
2025年中央一号文件明确提出“进一步深化农村改革,扎实推进乡村全面振兴”。在此背景下,乡村振兴实施路径、农产品销路拓展及农民收入提升等议题成为社会关注焦点。本文聚焦直播电商对乡村振兴与农民增收的作用机制,首先剖析直播电商在农产品流通、乡村产业升级中的功能价值;其次梳理直播电商发展现状与现实困境,结合广西农村直播电商的实践案例,分析其在乡村振兴中的成效;再次运用“熵值法”构建耦合协调度模型,通过整合文献资料与实证数据,量化分析广西农村电商发展与农民增收的协同效应及内在关联机制;最后基于实证结论,从“发挥直播电商消费提振作用、构建全链条协同生态圈、培育本土‘村播’人才”三方面提出政策建议,为乡村振兴与农民增收提供理论与实践参考。
The“No.1 central document”for 2025 outlines priorities to deepen rural reforms further and solid steps to advance all-around rural revitalization.In this context,the implementation paths for rural revitalization,the expansion of agricultural product sales channels,and the increase in farmers'income have attracted significant societal attention.This paper focuses on the mechanisms through which live-streaming e-commerce contributes to rural revitalization and farmers'income growth.It first analyzes the functional value of live-streaming e-commerce in agricultural product circulation and rural industry upgrades.Next,it reviews the current development status and challenges of live-streaming e-commerce,analyzes its outcomes in rural revitalization using practical cases from Guangxi rural live-streaming e-commerce.Furthermore,it employs the“entropy method”to construct a coupling coordination degree model to quantitatively analyze the synergistic effects and intrinsic correlation mechanism between the development of rural e-commerce in Guangxi and farmers'income growth.Finally,based on empirical conclusions,this paper provides policy recommendations on three fronts:leveraging live-streaming e-commerce’s consumption stimulation,constructing a full-chain collaborative ecosystem,and cultivating local“village streamers”,offering theoretical and practical references for rural revitalization and farmers'income growth.
作者
李骏祺
江春
刘昊
李湘棱
Li Junqi;Jiang Chun;Liu Hao;Li Xiangling(College of Digital Economy,Nanning University,Nanning,Guangxi 530299)
出处
《中国商论》
2025年第14期32-36,共5页
China Journal of Commerce
基金
广西哲学社会科学规划课题“直播电商赋能广西乡村农民增收新生态模式研究”(22FGL030)
南宁市哲学社会科学研究项目“三农短视频赋能南宁市乡村振兴的现状与长效机制研究”。
关键词
乡村振兴
直播电商
农民增收
农村电商
协同效应
广西
rural revitalization
live-streaming e-commerce
farmers'income growth
rural e-commerce
synergistic effect
Guangxi
