乡村振兴背景下农村电商赋能县域经济高质量发展的路径与效应研究 作者：杨昊臣 摘要 在乡村振兴战略与数字中国建设协同推进的背景下，农村电商已成为连接小农户与大市场的核心纽带，推动 县域经济从"资源依赖型"向"数字驱动型"转型。本文基于产业融合理论与长尾市场理论，结合全国农村电商示 范县典型案例，剖析农村电商对县域特色产业、就业结构、城乡要素流动的赋能路径，揭示"电商渗透-产业升 级-收入增长"的传导机制，并针对物流短板、品牌同质化等问题提出优化策略，为县域经济高质量发展提供实 践参考与理论支撑。 关键词 农村电商；县域经济；乡村振兴；产业融合；数字赋能 一、引言 2.2 农村电商与县域经济的交叉研究 现有研究已证实农村电商对县域经济的赋能价值：在产业层面，电商推动农产品从"初级售卖"向"品牌化、深 加工"升级（张莉等，2023）；在就业层面，电商带动返乡创业，2024年全国农村电商带动就业超3000万人， 其中返乡青年占比达42%。但研究仍存在局限：一是多聚焦单一环节（如销售端），缺乏对"生产-物流-营 销"全链条协同机制的分析；二是对不同资源禀赋县域（如农业型、工业型）的差异化赋能路径探讨不足，难 以形成普适 ...

央视网消息：金秋时节，四川省凉山州会理市的40万亩石榴迎来丰收。当地线上线下协同发力，确保这些石榴能在采摘后48小时内送到消 费者手中。 在砀山县果园场，色泽鲜亮的酥梨挂满枝头，空气中弥漫着清甜果香。果农们忙着采摘、分拣、装车，得益于科学管理，这些酥梨早已通 过线上平台被预定。 采摘下来的酥梨被送往包装车间，工人们对酥梨进行分拣、称重、包装，现场一派繁忙景象，车间负责人会带领客商仔细查看果品质量、 严把品控关，确保发出的每一颗砀山酥梨都能以最好的品质送达消费者手中。 连绵的山坡上，饱满的石榴压弯枝头，宛如点点红灯笼，十分喜人；剥开果皮，晶莹的籽粒如红宝石般鲜艳夺目。这段时间，每天都会有 满载石榴的货车，从会理出发，驶向全国各地，为了尽快将这些优质的石榴送到消费者手中，当地还为果农开辟了专用物流通道。 线上线下的协同发力，不仅拓宽了酥梨销售渠道，让消费者品尝到新鲜美味，更给果农们带来丰厚收入，同时还带动当地部分群众就业增 收。 会理市位于四川省西南部，平均海拔超1800米，得益于充足的光照与温润气候，目前，会理市的石榴种植面积达40万亩，年产量80万吨， 综合产值突破70亿元。近年来，当地将石榴作为富民核心产业 ...

Core Points - The article emphasizes the importance of improving people's livelihoods and ensuring their well-being, highlighting the government's commitment to addressing urgent issues faced by the public [1] - It showcases specific examples of community development and disaster recovery efforts in Liaoning, particularly in rural areas affected by natural disasters [2][3] - The focus is on enhancing community services and living conditions for both the elderly and children, reflecting the government's dedication to social welfare [4][5][6] Group 1: Community Development - The article details the recovery efforts in Zhujiagou Village after severe flooding, where local initiatives have led to improved living conditions and increased income for residents through agriculture and tourism [2][3] - The establishment of infrastructure such as water conservation projects and cold storage facilities has significantly benefited local farmers, ensuring better irrigation and market access for their produce [2][3] - Community leaders are actively working to enhance local tourism and agricultural practices, resulting in increased visitor numbers and higher income for villagers [3] Group 2: Social Welfare Initiatives - The article highlights the transformation of the Donghuayuan community, which has seen improvements in transportation, education, and healthcare services, enhancing the quality of life for residents [5][6] - Initiatives such as community kitchens and health services for the elderly are being implemented to ensure that vulnerable populations receive adequate support and care [6][7] - The introduction of smart healthcare services in communities has made medical assistance more accessible, allowing residents to receive timely health monitoring and consultations [8][9] Group 3: Enhancing Living Conditions - The article discusses the ongoing efforts to create a more livable environment in communities, including the development of recreational spaces and community service centers [7][10] - Residents are actively participating in community activities, fostering a sense of belonging and improving overall well-being [10] - The government's focus on upgrading living conditions reflects a broader strategy to enhance the quality of life for all citizens, particularly in resource-constrained areas [10]

街头巷尾氛围浓 海鲜花卉购销旺 央视网消息：随着假期临近，全国各地的消费市场也正在逐渐的升温。在安徽，各类果品迎来了销售旺季，餐饮店铺的人气也十分火爆。 在宿州市砀山县，酥梨迎来了采收季。农户们忙着采摘打包，批发市场的商户们也在不停发货。不仅是在水果产地，合肥市的批发市场也 挤满了前来进货的车辆。批发市场工作人员介绍，秋月梨现在的市场价格较上周有所上涨，在60元到80元一箱，西梅大概可以卖到15元一斤。 餐饮的消费同样火热。在淮南市寿县，品尝当地的特色豆腐宴成了游客必打卡的项目，部分餐馆假期预订已经排满。此外，民宿的生意也 很不错。 为了应对双节前购销需求，市场的工作人员提前组织各个商户备足货源，还推出可以私人定制的创意花卉产品，增加市民的节日购物体 验。 "双节"临近，多地消费市场火热，辽宁、河北等地的花卉、海鲜市场迎来销售旺季。 国庆、中秋"双节"临近，辽宁各地的消费市场迎来采购高峰。在葫芦岛市的多家水产市场和海鲜超市，螃蟹、皮皮虾、海鱼、贝类等鲜活 海产品琳琅满目，个头饱满、供应充足。摊主们忙着分拣、上货。 河北石家庄的福泽花卉博览园是当地一处较大的花卉市场，眼下，这里的红掌、中国红、富贵红等寓意吉祥的 ...

Group 1 - The article highlights the positive response from farmers and agricultural workers in Shandong Province to General Secretary Xi Jinping's holiday greetings, emphasizing their commitment to rural revitalization and modernization of agriculture [2][3] - Farmers like Pang Haiyun, who cultivates over 400 acres of corn, report a successful harvest year, attributing their success to high-standard farmland construction and government support in terms of subsidies and technical guidance [2][5] - The establishment of cooperatives in villages, such as in Xingwangzhuang, has led to increased income for villagers through guaranteed returns and profit sharing, aligning with the government's emphasis on promoting employment and income growth for farmers [3][4] Group 2 - Shandong Province has made significant advancements in agricultural technology, with a contribution rate of agricultural technology progress reaching 67.4%, and a coverage rate of improved varieties at 98%, positioning the province as a leader in agricultural productivity [6] - The province's summer grain yield reached 547.4 billion jin, an increase of 4.1 billion jin year-on-year, with a per-acre yield of 452.8 kg, the highest in the country, indicating strong agricultural performance [5][6] - The focus on enhancing agricultural production capacity through technological support is evident, with plans to promote the application of good seeds, equipment, and techniques to further strengthen Shandong's agricultural output [6]

Core Insights - The article highlights the vibrant scenes of agricultural harvest celebrations and the potential of urban-rural consumption markets during the "Golden Autumn Consumption Season" in September [1][2]. Group 1: Agricultural Products and Consumption Trends - Various local agricultural products are gaining popularity, with significant sales figures reported; for instance, daily sales in a market reached 100,000 jin (50,000 kg) [2]. - The "Golden Autumn Consumption Season" is a key event for promoting agricultural products, running from early September to the end of November, themed "Celebrating Agricultural Harvest and Enjoying a Better Life" [2]. - E-commerce platforms have reported substantial growth in sales of agricultural products, with over 120 million orders and a year-on-year increase of 56% in order volume and 47% in transaction value from September 10 to 19 [5]. Group 2: Youth Engagement and Cultural Experience - An increasing number of young consumers are drawn to unique rural products, with many participating in local markets and cultural experiences [6][7]. - Young consumers prefer online shopping for agricultural products, utilizing platforms like "Duoduo Fengshouguan" for easy access to quality goods [7]. - The "Rice Field Paradise" in Zhejiang has attracted many young visitors, with a reported 20% increase in visitor numbers since September [7]. Group 3: Supportive Policies and Infrastructure Development - Various e-commerce platforms and financial institutions have launched numerous support measures for farmers, including subsidies and promotional initiatives [5]. - Experts emphasize the need for improved cold chain logistics and infrastructure to enhance the distribution of agricultural products, addressing issues like insufficient initial cold chain facilities [9][11]. - Local governments are taking steps to facilitate agricultural product sales, such as establishing direct sales points and enhancing rural e-commerce training programs [11]. Group 4: Future Outlook - The article suggests that as urban-rural consumption links become more efficient, the potential for agricultural products to move from villages to cities will increase, further stimulating consumption [12].

Core Viewpoint - The article highlights the vibrant consumption scene during the harvest festival, showcasing the potential of urban and rural markets through various agricultural products and cultural experiences [1][2][4]. Group 1: Agricultural Products and Market Trends - The "Golden Autumn Consumption Season" is a key event celebrating agricultural harvests, running from early September to the end of November, with a theme of "Celebrating Agricultural Harvest, Enjoying a Better Life" [2][4]. - In Shandong, the daily sales volume of seafood reached 100,000 jin (approximately 50,000 kg) during this consumption season, driven by the seasonal demand and the opening of the sea [2]. - Data from Douyin indicates that from September 10 to 19, over 120 million orders of various agricultural products were sold, with a year-on-year increase of 56% in order volume and 47% in transaction value [4]. Group 2: E-commerce and Financial Support - Major e-commerce platforms and financial institutions have launched numerous support measures, including 25 initiatives from six well-known e-commerce platforms and 34 measures from eight financial institutions aimed at assisting farmers [4]. - The integration of online and offline sales models has provided consumers with diverse choices and revitalized the market, as noted by experts [4]. Group 3: Consumer Demographics and Preferences - There is a growing interest among young consumers in "earthy and beautiful" products, with many young people participating in the consumption season, facilitated by e-commerce and logistics developments [5][6]. - Young consumers prefer online platforms for purchasing agricultural products, with a notable increase in participation from university students [6]. Group 4: Challenges and Solutions in Agricultural Sales - Despite the booming sales, challenges such as inadequate cold chain logistics and market saturation in e-commerce are highlighted, necessitating improvements in infrastructure and technology [7][9]. - Local governments are taking initiatives to enhance the sales channels for agricultural products, such as setting up direct sales points and promoting rural e-commerce [9].

Group 1 - The core viewpoint of the articles emphasizes the efforts of the agricultural sector in Lushan County, Pingdingshan City, Henan Province, to enhance food security and promote rural revitalization through various initiatives [1][2] - Lushan County achieved a summer grain total production of 166,400 tons and planted autumn crops over an area of 488,000 mu, with 192,000 mu implemented as high-yield demonstration zones [1] - The county invested 150 million yuan to develop six pilot areas, resulting in the establishment of 12 guesthouse clusters and two research bases, benefiting 32,000 people [1] Group 2 - The county is focusing on strengthening autumn grain production management and aims to complete the rectification of 3,000 mu of abandoned farmland by the end of October [2] - The county has cultivated four municipal-level agricultural leading enterprises and is preparing for a provincial-level agricultural industry strong town project in Zhangliang Town [1] - The pear planting area exceeds 100,000 mu, with an annual output value of over 400 million yuan, and the introduction of deep processing projects has further enhanced overall industry efficiency [1]

Group 1 - The core viewpoint is that the Yellow River Basin has achieved significant growth in foreign trade, with total import and export value exceeding 3 trillion yuan, marking a historical high for the same period [1] - Shanxi province has implemented a "zero foreign trade blank county" initiative, resulting in 117 counties engaging in foreign trade, which has facilitated the international market entry of local specialties [1] - The fruit export season in Shanxi is thriving, with the province's fresh peach exports accounting for nearly 40% of the national total, positively impacting local agriculture and farmers' income [3] Group 2 - Shanxi has nearly 6 million acres of orchards, producing over 11 million tons of fruit, with significant growth in fruit exports driven by customs support for agricultural product export initiatives [5] - In the first half of the year, Shanxi's fruit export volume and value increased by 10.9% and 12.7% year-on-year, respectively, with 14 categories and 73 varieties exported to 78 countries and regions [5] - Shanxi's diverse food products, including traditional specialties, have begun to reach international markets, with notable exports to countries like Chile, Mongolia, and Thailand [7] Group 3 - Shanxi has developed a logistics network centered around Taiyuan, with multiple air routes and regular rail-sea intermodal services to Tianjin and Qingdao ports, enhancing its export capabilities [7] - There are currently 23 operational China-Europe freight train routes connecting Shanxi to 48 cities in 16 countries, further expanding its international trade reach [7]

Core Insights - The article highlights the agricultural transformation and economic development in Yucheng County, Henan Province, showcasing successful local initiatives in crop diversification and rural revitalization [1][10]. Group 1: Agricultural Development - Yucheng County has developed a unique agricultural model by mapping soil characteristics to optimize crop production, resulting in a diversified industry structure of "Southern vegetables, Northern fruits, and mushrooms" [2]. - The county has implemented a "grain-mushroom rotation" technique, enhancing soil fertility and achieving a sustainable agricultural cycle, which has led to significant economic benefits [2][5]. - The area has seen a substantial increase in the cultivation of oil peaches and pears, with the introduction of fruit processing and rural tourism to enhance product value [3]. Group 2: Industry Chain Enhancement - The integration of primary, secondary, and tertiary industries around the local specialty product, shepherd's purse, has created a robust economic ecosystem, benefiting farmers through order-based planting and processing [4][5]. - Yucheng County has established a comprehensive logistics system for agricultural products, facilitating efficient distribution and market access for local farmers [4][5]. Group 3: Rural Revitalization - The county has made significant strides in improving rural living conditions, with successful environmental initiatives leading to cleaner and more attractive villages, contributing to the overall quality of life for residents [7][8]. - The "Bamboo Sea" tourism project in Guotoulou Village has transformed a previously impoverished area into a vibrant tourist destination, enhancing local employment and income opportunities [8]. Group 4: Talent and Innovation - Yucheng County is focusing on talent development to support agricultural innovation, with over 40 professional cooperatives established to drive local industry growth [9]. - The county has attracted approximately 20,000 talents to participate in the development of its agricultural sector, fostering a dynamic and innovative workforce [9].