“数商兴农”视域下农村电商赋能“黔货出山”的作用机理与优化路径研究

Research on the Role Mechanism and Optimization Path of Rural E-Commerce Empowering “Guizhou Goods out of the Mountains” under the Perspective of “Digital Business to Promote Agriculture”

摘要: 随着数字乡村和数商兴农战略的深入推进，农村电子商务已成为推动乡村产业振兴的重要引擎。本研究以贵州省“黔货出山”行动为研究对象，探讨农村电商在助推特色农产品上行中的多维价值。同时聚焦农产品“产–销–售–购”全链条，深入剖析电商平台在产链升级、销路畅通、售法创新及购需对接等环节的创新赋能机制，以总结农村电商如何赋能“黔货出山”。通过对贵州实践的深入分析，研究进一步提出：拓展“电商+”业态、发挥大数据综合试验区优势、深化民族文化IP赋能等策略建议，以推动“黔货出山”和农村电商实现更高质量的发展，为农村电商发展提供新的理论参考与实践借鉴。

Abstract: As the Digital Village and Digital Commerce for Agriculture strategies are further implemented, rural e-commerce has become a key driver for promoting the revitalization of rural industries. This study takes Guizhou Province’s “Guizhou goods out of the mountains” initiative as its research object, exploring the multi-dimensional value of rural e-commerce in promoting the upward flow of specialty agricultural products. It also focuses on the entire supply chain of agricultural products—production, distribution, sales, and purchase—to deeply analyze the innovative empowerment mechanisms of e-commerce platforms in supply chain upgrading, sales channel expansion, sales method innovation, and procurement-demand matching, thereby summarizing how rural e-commerce empowers the “Guizhou goods out of the mountains” initiative. Through an in-depth analysis of Guizhou’s practices, the study further proposes strategies such as expanding the “e-commerce+” business model, leveraging the advantages of the Big Data Comprehensive Pilot Zone, and deepening the empowerment of ethnic cultural IP, to promote the higher-quality development of the “Guizhou goods out of the mountains” initiative and rural e-commerce, providing new theoretical references and practical insights for the development of rural e-commerce.