O2O模式下农村电商发展的路径研究——以河南省兰考县为例

Research on the Development Path of Rural E-Commerce under the O2O Model—A Case Study of Lankao County in Henan Province

摘要: 随着“互联网+农业”的深入推进，农村电商成为推动乡村振兴和农业现代化的重要手段。O2O (Online to Offline)模式凭借其线上营销与线下交付结合的优势，逐步在农村市场中拓展出新路径。本文以河南省兰考县为案例，通过案例研究法系统分析其在农村电商发展中采用O2O模式的典型做法与制度创新。研究发现，兰考县构建了县乡村三级电商服务体系，形成了“农产品上行 + 工业品下行”的双向流通机制，推进农产品品牌化、物流体系智能化与人才机制本地化，形成了一套可复制的经验路径。同时，论文也指出兰考在标准化建设、直播带货人才储备、平台依赖等方面仍面临问题，并提出了完善农产品标准体系、提升冷链物流能力、加强人才培养等政策建议。兰考的实践经验为中西部农村地区电商发展提供了理论借鉴与现实路径。

Abstract: With the deepening advancement of “Internet+ Agriculture”, rural e-commerce has become an important means to promote rural revitalization and agricultural modernization. The O2O (Online to Offline) model, leveraging its advantages of combining online marketing with offline delivery, has gradually carved out new pathways in rural markets. This paper takes Lankao County in Henan Province as a case study, systematically analyzing its typical practices and institutional innovations in adopting the O2O model for rural e-commerce development through case study methodology. The research finds that Lankao County has established a three-tier e-commerce service system (county-township-village), formed a two-way circulation mechanism of “agricultural product uplink + industrial product downlink”, and promoted agricultural product branding, intelligent logistics systems, and localized talent mechanisms, creating a replicable experience path. However, the paper also identifies persistent challenges in Lankao regarding standardization construction, live-streaming commerce talent reserves, and platform dependence. Policy recommendations are proposed, including improving agricultural product standardization systems, enhancing cold chain logistics capabilities, and strengthening talent cultivation. The practical experience of Lankao provides both theoretical references and practical pathways for e-commerce development in rural areas of central and western China.