新质生产力背景下农产品电子商务发展问题与策略研究

Research on Challenges and Strategies of Agricultural E-Commerce Development under New Quality Productive Forces

摘要: 随着新一轮科技革命和产业变革的深入发展，新质生产力的提出为农业农村现代化建设提供了新的理论指导和实践路径。农产品电子商务作为数字经济与乡村产业深度融合的重要表现形式，不仅是流通渠道的变革，更是通过数据要素重构农业价值链、提升全要素生产率的关键载体，在推动农业转型升级和促进乡村振兴战略实施中发挥着日益关键的作用。该文基于新质生产力的理论框架，引入“技术–组织–环境”(TOE)分析框架系统探讨农产品电子商务促进乡村发展的内在机制，重点分析了当前发展阶段存在的深层次制约例如数字技术应用深度不足与数据要素流通壁垒、供应链现代化水平不高与协同困境、科技创新转化效率偏低与创新生态系统支撑不足、产业融合程度有限与生态脆弱性等问题。为此，需要从完善数字基础设施与包容性人才体系、建设智能化供应链系统、加强技术创新与成果转化、推动产业协同与生态构建等多个维度着手，系统优化发展路径，在提升技术效能的同时防范“数字鸿沟”与排挤风险，全面提升农产品电子商务的发展质量和效益。

Abstract: With the deepening development of a new round of technological revolution and industrial transformation, the concept of new quality productive forces provides new theoretical guidance and practical pathways for the modernization of agriculture and rural areas. As a significant manifestation of the deep integration of the digital economy and rural industries, agricultural product e-commerce is not merely a transformation of circulation channels but also a key carrier for re-structuring the agricultural value chain through data elements and enhancing total factor productivity. It plays an increasingly critical role in promoting agricultural transformation and upgrading as well as advancing the implementation of the rural revitalization strategy. Based on the theoretical framework of new quality productive forces, this paper introduces the “Technology-Organization-Environment” (TOE) analytical framework to systematically explore the intrinsic mechanisms through which agricultural product e-commerce fosters rural development. It focuses on analyzing the deep-seated constraints at the current stage of development, such as insufficient depth in digital technology application and barriers to data flow, low modernization levels of supply chains and coordination challenges, inefficiencies in technological innovation conversion and insufficient support from innovation ecosystems, as well as limited industrial integration and ecosystem vulnerability. To address these issues, it is necessary to systematically optimize development pathways by improving digital infrastructure and inclusive talent systems, constructing intelligent supply chain systems, strengthening technological innovation and commercialization of research outcomes, and promoting industrial synergy and ecosystem building. These efforts aim to enhance technological efficiency while mitigating the risks of the “digital divide” and exclusion, thereby comprehensively improving the development quality and benefits of agricultural product e-commerce.