数字化背景下农村电商物流对农村电商发展影响研究——以绍兴市为例

Research on the Impact of Rural E-Commerce Logistics in Rural E-Commerce Development under the Digital Background—A Case Study of Shaoxing City

摘要: 在数字经济飞速发展的当下，农村电商已经成为推动乡村产业振兴的关键引擎。此篇文章聚焦于浙江省绍兴市，依据供应链整合以及公共资源协同治理的理论，构建起分析的框架，系统地考察数字化背景之下农村电商物流对农村电商发展的影响路径。经研究发现绍兴市通过创新“客货邮融合”这样的模式、开发智能交换箱这类系统、构建县乡村三级物流这一体系等许多举措，在降低农村物流成本、提升配送效率方面有明显成效，进而有力地促进了城乡商品的双向流通。数据所显示的，2025年1月至5月里，绍兴市达成的网络零售额为260.1亿元且同比有14.2%的增长，其中农产品网络零售的情况是格外亮眼的。同时研究同样也揭示了当下发展之中存在的一些问题，像是信息平台互联互通不顺畅、冷链物流设施欠缺、安全管理机制不完善、专业人才储备不够等情况。基于理论并且结合实地调研，本文所提出的专业化农村电商物流体系构建、数字化人才培养强化、村级服务站点完善等相关建议，旨在为绍兴市以及类似地区的农村电商发展给予理论上的借鉴以及实践方面的参考。

Abstract: In the context of the rapidly developing digital economy, rural e-commerce has become a crucial engine for revitalizing the rural industry. This paper focuses on Shaoxing City in Zhejiang Province. Based on the theories of supply chain integration and collaborative governance of public resources, an analytical framework is constructed to systematically examine the pathways through which rural e-commerce logistics influence the development of rural e-commerce against a digital backdrop. The research finds that Shaoxing City has achieved significant results in reducing rural logistics costs and improving delivery efficiency through innovative measures such as the “passenger-freight-post integration” model, the development of an intelligent parcel locker system, and the construction of a county-township-village three-tier logistics network. These initiatives have vigorously promoted the two-way flow of goods between urban and rural areas. Data shows that from January to May 2025, Shaoxing’s online retail sales reached 26.01 billion yuan, marking a year-on-year increase of 14.2%, with online sales of agricultural products performing particularly well. Simultaneously, the study reveals several existing challenges in the current development, including inadequate interconnectivity of information platforms, shortages in cold chain logistics facilities, imperfect safety management mechanisms, and a lack of professional talent. Based on theoretical analysis and field research, this paper proposes recommendations such as establishing a specialized rural e-commerce logistics system, strengthening the cultivation of digital talent, and improving village-level service stations. The aim is to provide theoretical insights and practical references for the development of rural e-commerce in Shaoxing and similar regions.