基于马克思分工理论的直播电商协同机制研究
Research on the Collaborative Mechanism of Live-Streaming E-Commerce Based on Marx’s Division of Labor Theory

在互联网技术的迅猛发展和国家政策的大力支持下，直播电商已经成为推动数字经济增长的重要引擎。然而其协同机制在提升产业效率的同时，也暴露出信息垄断、劳动异化与剥削强化等问题。本文基于马克思分工理论，深入剖析直播电商产业中平台、主播、供应商、物流与消费者之间的协同机制。通过对各主体间协作关系的系统分析，发现平台对数据和算法的垄断削弱了主播与供应商的话语权，消费者的互动行为虽为平台创造价值，却未获得相应的回报，劳动者的创造性劳动被简化为数据指标，导致内容同质化严重。这些现象正是马克思在《资本论》中所批判的资本主义分工弊端在数字经济中的体现，为此，本文提出优化协同机制的路径，包括构建透明公平的算法机制、加强主播与供应商的权益保障等。本研究不仅丰富了马克思分工理论在数字经济领域的应用，也为实现直播电商的高质量发展提供了理论支持。
With the rapid advancement of internet technologies and strong governmental support, live-streaming e-commerce has emerged as a significant driver of digital economic growth. However, while its collaborative mechanisms enhance industrial efficiency, they also expose issues, such as information monopolies, labor alienation, and intensified exploitation. This study, grounded in Marx’s theory of the division of labor, delves into the collaborative dynamics among platforms, streamers, suppliers, logistics providers, and consumers within the live-streaming e-commerce industry. A systematic analysis of these interrelations reveals that platforms’ monopolization of date and algorithms undermines the bargaining power of streamers and suppliers. Consumers’ interactive behaviors, although generating value for platforms, often go unrewarded, and the creative labor of workers is reduced to mere data metrics, leading to significant content homogenization. These phenomena reflect the capitalist division of labor’s shortcoming critiqued by Marx in “Capital”, now manifesting within the digital economy. To address these challenges, the study progresses pathways for optimizing collaborative mechanisms and the strengthening or rights protections for streamers and suppliers. This research not only extends the application of Marx’s division of labor theory into the digital economic sphere but also offers theoretical support for the high-quality development of live-streaming e-commerce.