农产品直播电商的流通效率提升路径研究
Research on the Pathways to Enhance the Circulation Efficiency of Live-Streaming E-Commerce for Agricultural Products

本文基于马克思主义理论的视角，深入探究农产品直播电商的流通效率提升路径。通过运用马克思的流通理论、劳动价值论中的“服务劳动”定位以及商品流通中的时间与空间压缩理论，分析农产品直播电商的流通环节、农产品流通成本构成，以及这些机制如何通过生产关系调整实现流通的效率提升。通过几个案例的分析，量化对比传统电商与直播电商模式的流通效率的差别。研究发现，农产品直播电商在时间成本、费用占比和损耗率等方面具有显著优势，通过创新流通模式和调整生产关系提升了流通效率。最后，从基础设施、劳动技能和分配关系层面提出政策建议，并阐述研究的理论与实践创新点。
This paper, from the perspective of Marxist theory, delves into the paths for enhancing the circulation efficiency of agricultural products through live-streaming e-commerce. By applying Marx’s circulation theory, the “service labor” positioning in the labor theory of value, and the theory of time and space compression in commodity circulation, it analyzes the circulation links of agricultural products live-streaming e-commerce, the composition of circulation costs of agricultural products, and how these mechanisms can enhance circulation efficiency through adjustments in production relations. The analysis of several cases quantitatively compares the differences in circulation efficiency between traditional e-commerce and live-streaming e-commerce models. The research finds that live-streaming e-commerce for agricultural products has significant advantages in terms of time cost, cost proportion, and loss rate, and it has improved circulation efficiency through innovative circulation models and adjustments in production relations. Finally, it proposes policy suggestions from the aspects of infrastructure, labor skills, and distribution relations, and elaborates on the theoretical and practical innovation points of the study.