政府与平台协同：农村电商治理的优化路径研究

Government and Platform Collaboration: Research on the Optimization Path of Rural E-Commerce Governance

摘要: 数字经济时代背景下，协同治理成为破解农村电商发展瓶颈、释放其效能的关键，但这一过程面临亟待解决的困境与挑战。本研究聚焦农村电商治理领域，深入剖析政府单向治理失灵、平台参与受限以及农民激励不足三大问题。为解决上述问题，研究引入协同治理理论框架，提出“政府定规则–平台做执行–农民共享发展成果”的协同优化路径。本研究引入协同治理理论框架，论证政企责任分层界定与资源禀赋互补对治理效能提升的核心价值，并结合典型地区实践佐证其有效性，具体表现为产品合格率提高、交易纠纷率下降以及农民收入增长。本结论为农村电商治理困境破解提供了操作性指南，不仅实现政府与平台优势互补，切实保障农民权益并促进增收，同时为数字时代公共治理创新提供实践参考，推动政企协同范式发展。

Abstract: In the context of the digital economy era, collaborative governance has become the key to breaking through the bottlenecks in the development of rural e-commerce and unleashing its potential. However, this process faces urgent challenges and difficulties that need to be addressed. This study focuses on the governance field of rural e-commerce, deeply analyzing three major problems: the failure of one-way governance by the government, the limited participation of platforms, and the insufficient incentives for farmers. To solve these problems, the study introduces a theoretical framework of collaborative governance and proposes a collaborative optimization path of “government sets rules—platforms execute—farmers share the fruits of development”. This study introduces a theoretical framework of collaborative governance, demonstrating the core value of the layered definition of government and enterprise responsibilities and complementary resource endowments in enhancing governance effectiveness. It also combines the practices of typical regions to verify its effectiveness, which is specifically manifested in the improvement of product qualification rates, the reduction of transaction dispute rates, and the increase in farmers’ income. This conclusion provides an operational guide for solving the governance dilemmas of rural e-commerce, not only achieving complementary advantages between the government and platforms, effectively safeguarding farmers’ rights and interests and promoting their income growth, but also providing practical references for public governance innovation in the digital age and promoting the development of the government-enterprise collaborative model.