农村电商助力乡村振兴的机制与瓶颈研究——以拼多多“农地云拼”模式为例

Research on the Mechanisms and Bottlenecks of Rural E-Commerce in Supporting Rural Revitalization—A Case Study of Pinduoduo’s “Farm Land Cloud Matching” Model

摘要: 在全面推进乡村振兴战略背景下，农村电商作为推动城乡要素融合与农业现代化的重要抓手，日益展现出其在促进农民增收、优化产业结构和提升治理效能方面的潜力。然而，当前农村电商发展仍面临农产品标准化不足、数字基础设施薄弱、物流体系滞后及平台治理机制不健全等结构性瓶颈，制约了其助农效应的可持续释放。以拼多多“农地云拼”模式为代表的新型电商实践，通过短链化流通、数字化订单与多主体协同，在提升产销匹配效率和激发乡村内生动力方面取得初步成效，但其长期价值实现仍依赖于制度保障、基础设施投入与公平治理机制的系统性支撑。

Abstract: In the context of comprehensively promoting the rural revitalization strategy, rural e-commerce, as a crucial lever for promoting the integration of urban and rural factors and agricultural modernization, is increasingly demonstrating its potential in increasing farmers’ income, optimizing industrial structure, and enhancing governance efficiency. However, the current development of rural e-commerce still faces structural bottlenecks such as insufficient standardization of agricultural products, weak digital infrastructure, lagging logistics systems, and inadequate platform governance mechanisms, which restrict the sustainable release of its beneficial effects on farmers. The new e-commerce practice represented by Pinduoduo’s “farm land cloud matching” model has achieved initial results in improving the efficiency of production and marketing matching and stimulating endogenous rural dynamics through short-chain circulation, digital orders, and multi-agent collaboration. However, the realization of its long-term value still relies on systematic support from institutional guarantees, infrastructure investment, and equitable governance mechanisms.