摘要
近年来,直播电商成为提高农产品流通效率、促进农业现代化、实现乡村振兴的重要途径。然而,当前各地区实践中仍面临产业链协同机制缺位、专业人才断层与运营能力不足、标准化与品牌化体系落后等诸多现实困境。该研究基于行动者网络理论,提出区域农产品开展直播电商的理论逻辑和实施路径。研究为破解区域农产品直播带货中的集体行动困境提供方法论支持,同时为区域农产品开展直播带货提供路径参考。
In recent years,livestreaming eCommerce has become an important way to improve the efficiency of agricultural product circulation,promote agricultural modernization,and achieve rural revitalization.However,in current practice,various regions still face many practical difficulties such as the lack of industrial chain coordination mechanisms,professional talent gaps and insufficient operational capabilities,and backward standardization and branding systems.This research is based on the Actor-Network Theory and proposes the theoretical logic and implementation path for regional agricultural products to carry out livestreaming eCommerce.The research provides methodological support for solving the collective action difficulty in the livestreaming of regional agricultural products and provides a path reference for regional agricultural products to carry out livestreaming and bring goods.
作者
杨欣
张晶
YANG Xin;ZHANG Jing
出处
《智慧农业导刊》
2025年第17期17-20,25,共5页
JOURNAL OF SMART AGRICULTURE
基金
陕西省教育科学“十四五”规划2024年度重点课题(SGH24Z15)
陕西工业职业技术大学2025年校级人文社科类重点项目(2025YKZD-011)。
关键词
直播电商
农产品上行
行动者网络理论
造血式扶贫
数商兴农
livestreaming eCommerce
agricultural product uplink
Actor-Network Theory
hematopoietic poverty alleviation
reinvorating agriculture by digital commerce
