Study on the Entrepreneurial Model of Grassroots in the Live Broadcasting of Agriculture Assistance：Exploration of Rooting Theory Based on Yunnan Flower Market

The development of internet technology has made the mode of “live broadcast + e-commerce” a new highlight of the internet economy and provided new ideas for poverty alleviation work. Along with the rural revitalization plan, live broadcast has become a key implementation strategy of the national policy to help farmers. During the field investigation of the Dounan flower market in Yunnan Province, the largest flower base in Asia, the interview content was coded at three levels through the research method of rooting theory, and the entrepreneurial model of grassroots anchors in live-streaming to help farmers was summarized, divided into six parts: contributing factors, decision management, grounding shape, quality and effectiveness analysis, blocking barrier, and strategic transformation. It can guide grassroots to better carry out their own unique entrepreneurial practices and identity construction, and provide new ideas and suggestions for the development of rural revitalization. At the same time, the originality of grassroots anchors and the discourse practice of the underdog provide the possibility of establishing emotional connections with users. In the imaginary utopia grassroots break through the discursive power norms of the elite, and to a certain extent realize the upgrading of both economic and social values.