攀枝花学院学报

新质生产力是学界关注的热点，2025年中央一号文件首提“农业新质生产力”。作为世界第一大农产品电商国，需要用好科技创新核心要素，依托新质生产力推动农产品电商高质量发展。新质生产力通过技术创新、模式创新和场景创新赋能农产品价值创造，其内涵表现为数智技术创新、电商模式革新与直播服务场景创新下的农产品价值增值。基于构建的“数智技术创新—商业模式革新—服务场景创新—农产品价值创造”理论分析框架，直播电商模式下新质生产力赋能农产品价值创造的理论机理为“线上数智技术—电商直播模式—线上互动虚拟化场景—实体价值链高效多方价值共创—‘双链’融合价值共创”。农产品价值创造贯穿于农产品产前、产中和产后三个阶段的不同路径，依托产品流的实体价值链和信息流的虚拟价值链“双链”融合，实现三个阶段的实体价值链高效多方价值共创，以及平台支持、主播互动的品牌推动虚拟价值链价值创造。

New quality productive forces have become a focal point in academia,with the term “agricultural new quality productive forces” being prominently featured for the first time in China's “No. 1 Central Document” for 2025. As the world's largest nation in terms of agricultural e-commerce turnover,it is imperative to leverage core technological innovations and rely on new quality productive forces to promote the high-quality development of the agricultural e-commerce sector. New quality productive forces empower agricultural product value creation through technological innovation,business model innovation,and scenario innovation. Their connotations are manifested in the value appreciation of agricultural products driven by digital-intelligence technology innovation,e-commerce model reform,and innovation in live-streaming service scenarios. Based on the theoretical analysis framework of “digital-intelligence technology innovation—business model reform—service scenario innovation—agricultural product value creation,” the theoretical mechanism by which new quality productive forces empower value creation within the live-streaming e-commerce mode is characterized as “online digital-intelligence technology—live-streaming ecommerce model—online interactive virtualization scenario—efficient multi-party value co-creation on the physical value chain—‘dual-chain'integrated value co-creation. ” Agricultural product value creation permeates the pre-production,in-production,and post-production stages via distinct pathways. Relying on the “dual-chain” integration of the physical value chain( product flow) and the virtual value chain( information flow),it achieves efficient multi-party value co-creation across the physical value chain in all three stages,as well as value creation within the virtual value chain driven by platform support and streamer interaction.