平台经济赋能农业供应链：荷兰花卉电商经验下我国农产品电商平台的创新探索

Platform Economy Empowers Agricultural Supply Chain: Innovative Exploration of China’s Agricultural Product E-Commerce Platforms Based on Dutch Flower E-Commerce Experience

摘要: 平台经济为农业供应链升级提供了新机遇。荷兰花卉电商在冷链物流和区块链溯源方面表现出色，而我国农产品电商面临物流损耗高和信任度低等问题，为给农村经济的可持续发展提供借鉴，聚焦农产品电商这一新兴业态，探讨如何通过重塑农产品供应链有效促进农产品增值和农村经济多元化发展，在此基础上探讨农产品电商在质量安全、物流配送、信息不对称、标准化建设及品牌建设等方面面临的挑战，并提出建立健全农产品质量安全追溯体系、完善农产品物流体系、加强信息沟通、推动标准化建设及强化品牌建设等对策。

Abstract: The platform economy presents new opportunities for upgrading agricultural supply chains. While Dutch flower e-commerce demonstrates excellence in cold chain logistics and block chain traceability, China’s agricultural product e-commerce faces challenges including high logistics losses and low consumer trust. To provide insights for the sustainable development of rural economies, this study focuses on the emerging format of agricultural product e-commerce. It explores how to effectively enhance agricultural product value-added and promote diversified rural economic development through supply chain restructuring. The paper further examines challenges in quality assurance, logistics distribution, information asymmetry, standardization, and brand building. Corresponding countermeasures are proposed, including establishing a comprehensive quality and safety traceability system, optimizing logistics infrastructure, enhancing information transparency, advancing standardization processes, and strengthening brand development strategies.