县域电商助推乡村产业振兴的路径研究——以浙江义乌为例

Research on the Path of County E-Commerce in Promoting Rural Industrial Revitalization—Taking Yiwu, Zhejiang as an Example

摘要: 随着数字经济的全面推进，县域电商正成为推动乡村产业振兴的重要力量。作为全国电商发展的先行地区，浙江义乌依托完善的产业体系、强大的物流网络和深厚的创业文化，形成了“数字经济 + 产业集群 + 跨境贸易”相融合的县域电商发展模式。本文基于数字经济赋能理论、产业集群理论与价值链升级理论，从资源配置优化、产业链延伸以及创业就业促进三个方面分析了电商赋能乡村产业振兴的内在机制。在系统梳理义乌县域电商发展基础、实践路径及典型案例的基础上，提炼出“义乌模式”在体制机制创新、产业融合发展、商业模式创新和人才支撑体系建设等方面的经验，并总结其对其他地区县域电商发展的启示。研究发现，完善的数字基础设施、政策支持体系、产业集群优势与创新型人才机制是县域电商推动乡村产业振兴的关键支撑。义乌经验为县域经济高质量发展提供了可复制、可推广的路径参考。

Abstract: With the rapid development of the digital economy, county-level e-commerce has become a key driver for revitalizing rural industries in China. As a pioneer of e-commerce nationwide, Yiwu in Zhejiang Province has formed a county-level e-commerce ecosystem characterized by the integration of the digital economy, industrial clusters and cross-border trade. Drawing on the theories of digital empowerment, industrial clusters and value chain upgrading, this study analyzes the internal mechanisms through which e-commerce stimulates rural industrial revitalization, including resource allocation optimization, industrial chain extension and entrepreneurship–employment promotion. Based on an in-depth examination of Yiwu’s development foundation, practical pathways and representative cases, this paper summarizes the innovative institutional arrangements, industrial integration models, business innovations and talent mechanisms that constitute the “Yiwu Model”. The findings show that advanced digital infrastructure, supportive policies, strong industrial clusters and a robust talent system are essential for county-level e-commerce to sustainably empower rural industries. Yiwu’s experience provides replicable and scalable insights for promoting high-quality county-level economic development in other regions.