乡村振兴背景下县域电商物流“客货邮”融合发展模式研究——以浙江省苍南县为例

Research on the Integrated Mode of “Passenger-Freight-Post” in County E-Commerce Logistics under Rural Revitalization—A Case Study of Cangnan County, Zhejiang Province

摘要: 在乡村振兴与数字经济深度融合的时代背景下，农村电商已成为推动县域经济高质量发展的新引擎，但受制于地形分散与规模效应不足，物流配送“最后一公里”成本高、末端网点生存难等问题依然突出。本文旨在探索一种集约化、协同化的物流新模式，以破解山区县域农村电商物流的痛点。本文采用案例研究法，选取地形复杂且电商产业活跃的浙江省苍南县为研究对象。基于协同治理与交易成本的理论视角，结合对苍南县县域实地调查情况及相关统计数据分析，解构其“客货邮”融合发展的现实基础、运作机制及规划布局。研究发现，苍南县依托较为完善的存量公交网络，已先行试点开通了矾山至昌禅等6条融合线路，并建成29个镇村级服务节点，有效缓解了偏远山区快递进村难题。基于此基础，苍南县进一步规划了三级物流网络体系，尝试通过统仓共配实现全域覆盖，通过复用存量运力资源，将物流运输的高昂固定成本转化为低廉的边际成本。研究表明，客货邮融合是解决县域农村物流难题的有效路径，但仍面临节点融合度浅、数据壁垒深等挑战。未来应重点推进物理空间与信息系统的双重融合，构建“政府引导 + 市场主导”的长效利益分配机制，为全国同类县域提供可复制的“苍南范式”。

Abstract: In the context of the deep integration of rural revitalization and the digital economy, rural e-commerce has emerged as a new engine driving the high-quality development of county-level economies. However, constrained by scattered terrain and insufficient economies of scale, challenges such as high “last-mile” logistics distribution costs and the difficult survival of terminal outlets remain prominent. This paper aims to explore a new, intensified, and collaborative logistics model to address the bottlenecks of rural e-commerce logistics in mountainous counties. Adopting a case study approach, this research selects Cangnan County, Zhejiang Province—characterized by complex terrain and an active e-commerce industry—as the subject. Based on the theoretical perspectives of collaborative governance and transaction costs, combined with field investigations and statistical data analysis, this paper deconstructs the practical foundation, operational mechanisms, and planning layout of the integration of passenger transport, freight, and postal services (hereinafter referred to as “passenger-freight-postal integration”) in Cangnan. The study finds that by leveraging its relatively complete existing public transit network, Cangnan County has piloted six integrated routes (e.g., Fanshan to Changchan) and established 29 town- and village-level service nodes, effectively alleviating the difficulty of express delivery access in remote mountainous areas. Building on this foundation, the county has further planned a three-tier logistics network system. This system attempts to achieve full coverage through unified warehousing and co-distribution, and by reusing existing transport capacity resources, it converts the high fixed costs of logistics transportation into low marginal costs. Research indicates that passenger-freight-postal integration is an effective pathway for resolving county-level rural logistics difficulties. However, it still faces challenges such as superficial node integration and significant data barriers. Future efforts should focus on promoting the dual integration of physical space and information systems and constructing a long-term benefit distribution mechanism characterized by “government guidance and market leadership”, thereby providing a replicable “Cangnan Model” for similar counties nationwide.