电商赋能高原民族地区乡村振兴的实践与路径研究——以青海省玉树藏族自治州为例

E-Commerce Empowering Rural Revitalization in Highland Ethnic Areas: Practices and Pathways—A Case Study of Yushu Tibetan Autonomous Prefecture, Qinghai Province

摘要: 本文以青海省玉树藏族自治州为典型案例，聚焦电子商务赋能高原民族地区乡村振兴的融合机制、现实约束与深化路径。研究基于实地观察与政策文本分析，系统考察了玉树州依托特色资源，通过“电商 + 特色产业”与“电商 + 生态文旅”模式，在促进产品上行、人才回流、服务延伸等方面所进行的多元探索及其初步成效。研究发现，电商在玉树州的实践具有多重意涵，包括促进资源价值转化、链接外部市场、培育本土人才以及助推治理数字化，由此形成了一套适配高原情境的初步实践模式。然而，其发展深度受到多重困境的刚性制约，具体包括基础设施薄弱、产业链标准化不足、复合型人才短缺以及政策协同效能不彰等方面。为此，本研究提出，玉树州应着力构建“电商”与“乡村振兴”深度融合的发展体系，实施以强化智慧物流与升级数字网络为基础，以“全产业链数字化改造”与“品牌文化价值深挖”为核心，以“多层次主体培育”与“系统性政策优化”为保障的系统性方案。本研究旨在为同类型高原民族地区探索数字时代的乡村振兴路径，提供理论参照与实践启示。

Abstract: This study takes Yushu Tibetan Autonomous Prefecture in Qinghai Province as a typical case, focusing on the integration mechanism, practical constraints, and deepening pathways of e-commerce in empowering rural revitalization in highland ethnic regions. Based on field observations and policy text analysis, the research systematically examines the multiple explorations and preliminary achievements carried out by Yushu Prefecture through the “e-commerce + characteristic industries” and “e-commerce + eco-cultural tourism” models, relying on local distinctive resources to promote product marketing, the return migration of talent, and service extension. The findings reveal that e-commerce plays multiple roles in Yushu, including acting as a “value-transfer bridge”, “market-connection hub”, “talent-incubation platform”, and “digital-governance catalyst”, initially forming a practical logic suited to the highland context. However, the depth of its development remains constrained by multidimensional challenges such as weak infrastructure, insufficient standardization of industrial chains, a shortage of composite talents, and inadequate policy coordination efficiency. Accordingly, this study proposes that Yushu Prefecture should focus on constructing an integrated development ecosystem of “e-commerce + rural revitalization”, implementing a systematic pathway that builds on “smart logistics initiatives” and “digital network upgrading” as the foundation, centers on “whole-industry-chain digital transformation” and “n-depth development of brand cultural value”, and is supported by “multi-level entity cultivation” and “systematic policy optimization”. This research aims to provide theoretical reference and practical insights for similar highland ethnic areas exploring distinctive and sustainable pathways for rural revitalization in the digital era.