地方政府对“村+”类体育IP助推直播电商发展的扶持研究——以榕江县“村超”和台江县“村BA”为例
Research on Local Government’s Functions for “Village+” Sports IP to Boost the Development of Live Streaming E-Commerce—Taking “Cun Chao” in Rongjiang County and “the Village BA” in Taijiang County as Examples

在新媒体网络时代，数字技术发展了电子商务，而电子商务热潮推动了直播电商的快速发展，催生了以“三新”经济为代表的数字经济。地方政府在农村发展直播电商中作为规划制定者、基础设施和服务的供给者，维护市场公平的监督者以及新时代服务型理念的推崇者，哪些扶持促进了直播电商的发展，本文在进行文献回顾、政策文本研究的基础上以贵州榕江县“村超”和台江县“村BA”为比较研究案例，以政府经济职能理论和服务型政府理论为基础探讨火热流量的背后，“村+”类体育IP引流助推直播电商发展中地方政府的扶持研究。
In the era of new media networks, digital technology has developed e-commerce, and the e-commerce boom has driven the rapid development of live streaming e-commerce, giving birth to the digital economy represented by the “three new” economy. In rural development of live streaming e-commerce, local governments, as planners, providers of infrastructure and services, supervisors of market fairness and advocates of service-oriented concepts in the new era, have supported and promoted the development of live streaming e-commerce. On the basis of literature review and policy text research, this paper takes “the Cun Chao” and “the Village BA” in Rongjiang County, Guizhou as comparative study cases, and based on the theory of government economic function and service-oriented government theory, discusses the support of local governments behind the hot traffic and the “village+” sports IP drainage to boost the development of live streaming e-commerce.