摘要
数字电商下乡通过重构传统生鲜供应链,对推动农业数字化转型和乡村振兴具有显著作用。本文结合宏观经济背景与微观案例,剖析数字电商下乡的行动激励、约束困境与路径选择。研究发现:第一,过剩资本溢出、脱贫攻坚基建投资与城市地租成本提升共同构成数字电商下乡的核心激励,但传统农业分散性、要素外部定价、交易成本畸高与市场结构性过剩等约束制约其深入生产端;第二,数字电商企业通过“中间商替代”与“中间体整合”两类差异化路径介入生鲜供应链,前者以局部纵向一体化优化流通效率,后者依托中间性组织实现生产端整合与区域品牌共建;第三,两类路径在缩短流通链条、提升标准化水平等方面成效显著,但分别面临风险转嫁矛盾与运营资产过重等潜在问题。现阶段,数字技术需进一步与多项乡村建设改革深入结合,才能利用好新质生产力要素,探索高质量发展道路。
By restructuring the traditional fresh food supply chain,the expansion of digital e-commerce into rural areas plays a significant role in promoting the digital transformation of agriculture and rural revitalization.Combining macroeconomic background and micro-level cases,this paper analyzes the incentives,constraints,and path selection of digital e-commerces expansion into rural areas.The study finds the following:The spillover of excess capital,infrastructure investments from poverty alleviation initiatives,and rising urban land rents collectively constitute the core incentives for this expansion.However,constraints such as the fragmented nature of traditional agriculture,external pricing of production factors,abnormally high transaction costs,and structural market surplus hinder deeper penetration into the production stage.Digital e-commerce enterprises intervene in the fresh food supply chain through two differentiated pathways:“middleman substitution”and“intermediary integration.”The former optimizes distribution efficiency through partial vertical integration,while the latter relies on intermediate organizations to achieve integration at the production end and co-construction of regional brands.Thirdly,both pathways have achieved remarkable success in shortening the circulation chain and enhancing standardization levels.However,they respectively face potential challenges such as risk transfer conflicts and the heavy burden of operating assets.At the current stage,digital technologies must be further integrated with various rural construction reforms to leverage new quality productivity factors and explore high-quality development paths.
作者
董筱丹
周彦邦
傅雷
陈炫霖
DONG Xiaodan;ZHOU Yanbang;FU Lei;CHEN Xuanlin
出处
《中国农业大学学报(社会科学版)》
北大核心
2025年第6期26-44,共19页
Journal of China Agricultural University(Social Sciences)
关键词
数字电商
生鲜供应链
中间性组织
Digital e-commerce
Fresh food supply chain
Intermediate organizations
