数据赋能视角下区域农业保险与电商营销的协同机制研究

Research on the Synergistic Mechanism between Regional Agricultural Insurance and E-Commerce Marketing from the Perspective of Data Empowerment

摘要: 本研究从数据赋能视角分析农业保险与电商营销协同的机理与成效。针对农业保险理赔难、风控弱以及农产品电商物流瓶颈和市场波动显著等问题，提出以数字技术为支撑的“灾前–灾中–灾后”全流程协同框架。灾前依托遥感、物联网与气象数据实现风险预警与产销调控；灾中利用智能感知和AI识别推动快速定损与应急物流；灾后通过赔付机制、电商促销及数据反馈促进农业生产恢复与模式迭代。典型区域实践显示，“订单农业 + 保险 + 电商”模式显著提升风险管理精准度、流通效率和农户收入。研究认为，数据赋能可重构农业风险保障与市场体系，为农业现代化和乡村振兴提供可推广的协同路径。

Abstract: This study analyzes the mechanisms and effects of the collaboration between agricultural insurance and e-commerce marketing from the perspective of data empowerment. Addressing persistent issues such as difficult claims settlement, weak risk control in agricultural insurance, and logistics bottlenecks and significant market volatility in agricultural e-commerce, the study proposes a full-process collaboration framework—covering the pre-disaster, during-disaster, and post-disaster stages—enabled by digital technologies. In the pre-disaster stage, remote sensing, IoT, and meteorological data support risk warning and production-marketing adjustments. During the disaster, intelligent sensing and AI-based recognition facilitate rapid loss assessment and emergency logistics deployment. In the post-disaster stage, insurance compensation mechanisms, e-commerce promotion activities, and data feedback jointly accelerate agricultural production recovery and model iteration. Evidence from regional practices demonstrates that the “contract farming + insurance + e-commerce” model significantly enhances risk-management accuracy, circulation efficiency, and farmers’ income. The study concludes that data empowerment can reconstruct agricultural risk-protection and market systems, offering a scalable collaborative pathway for agricultural modernization and rural revitalization.