Research on the Construction and Enhancement Paths of Endogenous Capacity in Rural Self-Initiated Live Streaming

乡村振兴战略背景下，直播电商成为激活农村经济的重要抓手，但外部帮扶主导模式下的“输血式”发展导致农村自主直播面临内生能力薄弱、资源错配与制度依赖等系统性困境。本文通过对比“外部帮扶主导型”与“内生驱动型”两种运营模式，揭示农村自主直播的核心矛盾：传统乡村生产体系与数字市场规则的结构性张力。研究提出“主体–资源–组织–制度”四维协同框架，强调通过主体性重构破解认知偏差与技术鸿沟，以文化资源数字化编码构建差异化壁垒，依托多方协同平台实现原子化个体的再组织化，并建立算法共治与风险对冲机制保障制度韧性。研究为破解短期增长陷阱、实现从“流量红利”向“能力红利”转型提供理论支撑，对培育乡村数字内生动力具有实践指导意义。Under the strategic background of rural revitalization, live streaming e-commerce has emerged as a crucial driver for activating rural economies. However, the “blood-transfusion-style” development dominated by external assistance has led to systemic dilemmas in rural self-initiated live streaming, including weak endogenous capacity, resource mismatch, and institutional dependency. By comparing two operational models—“externally assisted dominance” and “endogenous-driven”—this study reveals the core contradiction: the structural tension between traditional rural production systems and digital market rules. The research proposes a four-dimensional synergistic framework (“subject-resource-organization-institution”), emphasizing the resolution of cognitive biases and technological gaps through subjectivity reconstruction, the construction of differentiated barriers via digital encoding of cultural resources, the reorganization of atomized individuals through multi-stakeholder collaborative platforms, and the enhancement of institutional resilience through algorithm co-governance and risk hedging mechanisms. The study provides theoretical support for overcoming the “short-term growth trap” and transitioning from “traffic dividends” to “capability dividends”, offering practical guidance for cultivating endogenous digital dynamics in rural areas.