农业数字化转型背景下电商平台的农户赋能机制

Farmer Empowerment Mechanisms for E-Commerce Platforms in the Context of Digital Transformation in Agriculture

摘要: 在乡村振兴与数字中国建设的双重背景下，农业数字化转型为破解小农户对接大市场的难题提供了新路径，而电商平台作为关键赋能主体，其作用机制亟待系统研究。本文构建了“技术–平台–主体”三维分析框架，系统考察农业数字化转型中电商平台的农户赋能机制。在理论层面，基于数字赋能理论、平台经济理论和农户行为理论，揭示了数字技术通过物联网、大数据等技术重塑农业生产链的传导路径，分析了电商平台在结构性矛盾制约普惠效果等挑战。针对这些问题，本文提出三方面优化路径：平台侧需创新流量分配和利益共享机制，政府侧应加强技术扩散、市场对接和价值分配中的枢纽作用。实证研究表明，主流电商平台已形成差异化赋能模式：拼多多“农地云拼”实现技术与市场的双赋能，京东农场依托数据驱动优化供应链，抖音电商通过直播助农展现普惠性优势。然而，赋能过程仍面临数字鸿沟加剧农户分化、平台经济数字基础设施和制度保障建设，农户侧要通过数字素养提升和合作化经营增强适应能力。研究不仅丰富了农业数字化转型的理论内涵，也为构建更加包容、可持续的电商平台赋能体系提供了政策启示，对推动小农户与现代农业有机衔接具有重要实践价值。

Abstract: Under the dual background of rural revitalization and the construction of digital China, the digital transformation of agriculture provides a new path to solve the problem of small farmers docking to the big market, while the e-commerce platform, as a key empowering body, needs to be systematically studied. This paper constructs a three-dimensional analysis framework of “technology-platform-subject” to systematically investigate the empowerment mechanism of e-commerce platforms in the digital transformation of agriculture. At the theoretical level, based on the theory of digital empowerment, platform economy theory and farmer behavior theory, it reveals the transmission path of digital technology through the Internet of Things, big data and other technologies to reshape the agricultural production chain, and analyzes the role of e-commerce platforms as a pivot in technology diffusion, market docking and value distribution. Empirical studies show that mainstream e-commerce platforms have formed differentiated empowerment models: Jindo’s “Farmland Cloud Piecing” realizes the dual empowerment of technology and market, Jingdong Farm relies on data-driven optimization of the supply chain, and Jitterbug e-commerce demonstrates its inclusive advantages through live broadcasting to help farmers. However, the empowerment process still faces challenges such as the digital divide exacerbating the polarization of farmers and the structural contradiction of the platform economy restricting the effect of inclusion. To address these issues, this paper proposes a three-pronged optimization path: the platform side needs to innovate the traffic distribution and benefit-sharing mechanism, the government side should strengthen the construction of digital infrastructure and institutional safeguards, and the farmers’ side should enhance their adaptive capacity through digital literacy enhancement and cooperative operation. The study not only enriches the theoretical connotation of agricultural digital transformation, but also provides policy insights for building a more inclusive and sustainable e-commerce platform empowerment system, which is of great practical value for promoting the organic connection between small farmers and modern agriculture.