“数商兴农”政策下农产品电商供应链韧性构建——基于动态能力理论的协同机制研究

Building Resilience in Agricultural Product E-Commerce Supply Chains under the “Digital Commerce Boosting Rural Revitalization” Policy—A Study on Synergy Mechanism Based on Dynamic Capabilities Theory

摘要: 在“数商兴农”战略深入推进的时代背景下，农产品电商迎来发展新契机，但也面临产销协同不畅、供应链抗风险能力弱等难题。本文基于动态能力理论，构建“政策–技术–组织”协同分析框架，探讨农产品电商供应链韧性的提升机制。研究发现：感知阶段，政策通过强制型工具，使CRM (Customer Relationship Management)系统能整合多渠道数据，精准感知市场需求变化；捕捉阶段，政策借助激励型工具，促使IERP (Integrated Enterprise Resource Planning)系统整合生产与库存资源，将市场需求转化为实际运营效益；重构阶段，政策运用能力型工具，保障CRM-IERP系统在突发风险下协同应急，快速调整供应链策略。研究提出“技术–组织双轮驱动”的企业策略与“三力协同”政策路径，强调数据交互、模块化适配及政策工具的动态适配性，为增强供应链韧性提供理论依据与实践参考。

Abstract: Against the backdrop of the deepening implementation of the “Digital Commerce for Rural Revitalization” strategy, agricultural product e-commerce is embracing new development opportunities, but also faces challenges such as poor production-marketing coordination and weak supply chain resilience. Based on dynamic capabilities theory, this paper constructs a “policy-technology-organization” collaborative analytical framework to explore mechanisms for enhancing the resilience of agricultural e-commerce supply chains. The study finds that: during the perception stage, policies use mandatory instruments to enable CRM (Customer Relationship Management) systems to integrate multi-channel data and accurately sense changing market demands. In the capture stage, policies leverage incentive instruments to prompt IERP (Integrated Enterprise Resource Planning) systems to integrate production and inventory resources, converting market demands into operational efficiency. At the reconfiguration stage, policies apply capacity-building instruments to ensure CRM-IERP systems can coordinate emergency responses under sudden risks and rapidly adjust supply chain strategies. The research proposes enterprise strategies of “dual-wheel drive of technology and organization” and a “three-force synergy” policy path, emphasizing dynamic adaptability in data interaction, modular compatibility, and policy instruments. This provides theoretical foundations and practical references for strengthening supply chain resilience.