电商驱动视角下江苏土特产价值链升级路径研究

A Study on the Upgrading Path of the Value Chain of Jiangsu Specialty Products from the Perspective of E-Commerce Driving

摘要: 基于电商驱动视角，聚焦江苏阳山水蜜桃、兴化大米、盱眙小龙虾三大土特产，剖析其价值链升级的结构性矛盾。研究发现，江苏土特产电商化存在生产端小农户数字技能缺失、加工流通环节冷链覆盖不足与协同低效、品牌端信用机制缺位三重深层梗阻，导致“点状创新、链式脆弱”的发展困境。对此，提出系统性对策：生产端整合区块链溯源与智慧农业平台，构建全链路品质信用编码；加工流通端建立区域性冷链云仓共享网络，优化资源集约配置；品牌治理端实施“区域品牌信用积分”制度，强化侵权快速响应机制。通过技术应用机制化、组织运作协同化与制度设计系统化的三维耦合，推动江苏土特产突破“规模扩张”瓶颈，实现“价值跃迁”的质变，为县域特色产业数字化转型提供可复制路径。

Abstract: From an e-commerce-driven perspective, this study focuses on three local specialties from Jiangsu Province—Yangshan peaches, Xinghua rice, and Xuyi crayfish—to analyse the structural contradictions in their value chain upgrades. The study found that the e-commerce development of Jiangsu’s local specialties faces three major obstacles: the lack of digital skills among small-scale farmers at the production end, insufficient cold chain coverage and low efficiency in the processing and distribution segments, and the absence of a credit mechanism at the brand end. These issues have led to a development dilemma characterised by “isolated innovations and a fragile value chain.” In response, the study proposes a systematic solution: at the production end, integrate blockchain traceability with smart agriculture platforms to establish a comprehensive quality and credit coding system across the entire value chain; at the processing and distribution end, establish a regional cold chain cloud warehouse sharing network to optimise resource allocation; and at the brand governance end, implement a “regional brand credit scoring” system to strengthen rapid response mechanisms for intellectual property infringement. By integrating technological application mechanisms, organisational coordination, and systematic institutional design, this approach aims to help Jiangsu’s local speciality products break through the “scale expansion” bottleneck and achieve a qualitative leap in value, providing a replicable path for the digital transformation of county-level characteristic industries.