数据要素市场配置下农村电商发展的机制与路径研究

Research on the Mechanisms and Pathways of Rural E-Commerce Development under Data Factor Market Allocation

摘要: 在数字经济时代，数据已成为关键的生产要素，其市场化配置正深刻重塑农村电商的发展生态。本研究旨在系统探讨数据要素市场配置与农村电商发展的内在逻辑、驱动机制、现实困境与未来路径。研究发现，数据要素通过其非排他、可共享和强渗透的特性，与农村电商在产销全链条中产生的多维数据需求深度契合，并借助市场化配置机制提供关键支撑。数据要素主要通过“精准创新”、“智能协同”、“普惠赋能”和“数治监管”四大核心机制驱动农村电商转型升级。然而，当前发展面临数据基础薄弱、主体数字素养不足、市场化机制不健全、安全风险凸显及协同治理效能有待提升等多重挑战。为此，未来应从强化数据基础设施建设、培育规范的数据要素市场、提升主体数字能力、创新数据应用场景以及健全数据治理与安全体系五大路径协同推进，以构建一个包容、开放、安全的农村电商数据生态，最终赋能农业农村现代化与乡村全面振兴。

Abstract: In the era of digital economy, data has become a key factor of production, and its market-oriented allocation is profoundly reshaping the development ecosystem of rural e-commerce. This study aims to systematically explore the internal logic, driving mechanisms, practical dilemmas, and future pathways for the development of rural e-commerce under the configuration of the data factor market. The research finds that the characteristics of data factors, such as non-excludability, shareability, and strong permeability, deeply align with the multi-dimensional data demands generated throughout the production and marketing chain of rural e-commerce. The market allocation mechanism provides crucial support. Data factors primarily drive the transformation and upgrading of rural e-commerce through four core mechanisms: “precision innovation”, “intelligent collaboration”, “inclusive empowerment”, and “data-driven governance”. However, current development faces multiple challenges, including weak data infrastructure, insufficient digital literacy among stakeholders, immature market mechanisms, prominent security risks, and limited effectiveness of collaborative governance. Therefore, the future requires a coordinated advancement along five pathways: strengthening data infrastructure construction, fostering a standardized data factor market, enhancing the digital capabilities of stakeholders, innovating data application scenarios, and improving data governance and security systems. The goal is to build an inclusive, open, and secure data ecosystem for rural e-commerce, ultimately empowering agricultural and rural modernization and comprehensive rural revitalization.