“小农户”对接“大市场”：农村电商价值链的断点与疏通策略研究

“Small-Scale Farmers” Connecting with “Big Markets”: Research on the Breakpoints and Unblocking Strategies of the Rural E-Commerce Value Chain

摘要: 在“数商兴农”战略背景下，小农户与电商大市场之间的对接困境亟待破解。本研究揭示其根源在于分散化经营与现代化电商要求间的结构性矛盾，表现为贯穿全程的“价值链断点”。通过构建“供应链–营销链–服务链”三维框架，系统诊断出三大核心断点：供应链存在产品标准化与规模化困境，营销链面临品牌建设与信任缺失挑战，服务链遭遇金融、数据与人才支撑不足。这些断点相互交织，导致价值流动系统性失灵。为此，研究提出针对性疏通策略：通过组织化与基础设施共建优化供应链，借助品牌打造与数字赋能升级营销链，并以普惠金融与人才培育强化服务链，最终通过多元协同治理机制，为小农户融入电商价值链、共享数字发展红利提供可行路径。

Abstract: Under the “numerical business promotion for agriculture” strategy, the connection problems between small-scale farmers and the large-scale e-commerce market urgently need to be resolved. This study reveals that the root cause lies in the structural contradiction between decentralized operation and the requirements of modern e-commerce, manifested as “value chain breaks” throughout the process. By constructing a three-dimensional framework of “supply chain-marketing chain-service chain”, it systematically diagnoses three core breaks: the supply chain faces difficulties in product standardization and large-scale production, the marketing chain encounters challenges in brand building and trust loss, and the service chain suffers from insufficient support in finance, data, and human resources. These breaks interweave with each other, leading to the systemic failure of the value flow. Therefore, the study proposes targeted strategies: through organizational and infrastructure collaboration to optimize the supply chain, leveraging brand building and digital empowerment to upgrade the marketing chain, and strengthening the service chain with inclusive finance and talent cultivation. Finally, through a diversified collaborative governance mechanism, it provides a feasible path for small-scale farmers to integrate into the e-commerce value chain and share the benefits of digital development.