摘要： 伴随消费转型和数字经济发展，内容信息和消费服务供给不再局限于传统的企业、政府等机构，个体层面的供给不断增加。数字时代兴起的“新型供给模式”，在供给主体上，以个体化、小型团队为主，新业态新职业群体是主要来源和构成；在供给产品上，主要是创新型和服务型的产品；在供给方式上，生产经营的组织管理呈现个性化、数字化、兴趣化特征。新型供给模式包含劳动力供给和服务供给的双重属性，既区别于传统意义上的劳动者，也区别于传统供给模式。在乡村文旅发展中，个体化的供给主体与数字平台、政府、当地社区密切互动，推动新型供给模式逐渐落地生根，促进消费者向供给者和生产者转型，以及将兴趣追求和生活方式转化为生产力。新型供给模式有助于实现因地制宜、开拓发展领域、重组盘活资源，从而促进乡村发展振兴，但也存在发展瓶颈。政府和平台企业应加强规划、引导和扶持，进一步发挥新型供给模式对经济社会发展的积极作用，同时更好地理解新出现的 OPC（一人公司）等新型经济组织形态。

关键词: 新型供给模式, 消费, 数字时代, 乡村文旅, 新业态新职业

Abstract: Along with consumption transformation and the development of the digital economy, the supply of content information and consumer services is no longer limited to traditional institutions such as enterprises and government; individual-level supply has been increasing steadily. The digital era has witnessed the rise of a “new provision mode”. In terms of supply subjects, it is dominated by individualized actors and small-scale teams, with new business forms and new professional groups as its principal sources and constituents. In terms of supply products, it primarily offers innovative and service-oriented goods. In terms of supply methods, the organization and management of production and operation feature personalization, digitalization, and interest-based orientation. The new provision mode possesses dual attributes of labor supply and service supply, distinguishing itself both from ordinary laborers and from the traditional provision mode. In rural cultural tourism development, individualized suppliers interact closely with digital platforms, government, and local communities, promoting the gradual takeroot and implementation of this mode, facilitating the transformation of consumers into suppliers and producers, and converting interest pursuits and lifestyles into productivity.While the new provision mode contributes to adapting measures to local conditions, expanding development fields, reorganizing and revitalizing resources, and advancing rural revitalization, it still encounters certain development bottlenecks. Governments and platform enterprises should strengthen planning, guidance, and support to further harness the positive effects of the new provision mode on economic and social development, and to deepen the understanding of emerging economic organizational forms such as OPC (one-person companies).

Key words: new provision mode, consumption, digital era, rural cultural tourism, new business forms and new professional groups