“数商兴农”战略下农村“直播电商 + 社区团购”双循环模式研究——以如皋黑塌菜产业为例

Research on the Double Cycle Mode of “Live Streaming E-Commerce + Community Group Buying” in Rural Areas under the Strategy of “Boosting Rural Development through Digital Intelligence”—Taking Rugao Heitai Vegetable Industry as an Example

摘要: 近年来，国家“数商兴农”战略进一步推动农村电商模式创新，如皋黑塌菜作为地理标志农产品面临品牌化与市场拓展需求，如何通过“直播电商(外循环) + 社区团购(内循环)”双循环模式破解农产品产销痛点成为地标农产品发展过程中面临的问题。本文采用案例分析法、实地调研法，通过对如皋黑塌菜种植基地、电商产业园等地的实地调研，探讨双循环模式能够实现“品牌溢价 + 本地稳供”协同效应，通过直播电商拓展全国市场，利用社区团购构建区域消费黏性，旨在为小宗特色农产品提供“线上爆款 + 线下刚需”双驱动解决方案。

Abstract: In recent years, the national strategy of “boosting rural development through digital intelligence” has further promoted the innovation of rural e-commerce model. As a geographical indication agricultural product, Rugao Heitai is facing the demand for branding and market expansion. How to solve the pain points of agricultural production and marketing through the double cycle model of “live e-commerce (external circulation) + community group buying (internal circulation)” has become a problem faced in the development process of landmark agricultural products. In this paper, case analysis and field research method are adopted to explore the synergistic effect of “brand premium + local stable supply” through the field research of Heitai vegetable planting base and e-commerce industrial park in Rugao, and the dual-cycle model can achieve the synergistic effect of “brand premium + local stable supply”, expand the national market through live e-commerce, and build regional consumption stickiness through community group purchasing. It aims to provide a dual-drive solution of “online explosion + offline just demand” for niche characteristic agricultural products.