论电子商务在促进农业现代化转型中的作用机制

On the Mechanism of E-Commerce in Promoting the Transformation of Agricultural Modernization

摘要: 在全面推进乡村振兴与数字中国建设的战略背景下，电子商务已成为驱动农业农村现代化转型的关键力量。本文旨在系统阐释电子商务在促进“农业增效”、“农村增智”与“现代化转型”三位一体发展中的核心作用机制。研究发现，电子商务首先通过市场数据驱动与产业链逆向重构，显著提升农产品附加值与品牌溢价，实现农业增效；其次，依托数字化的技能培训与信息服务平台，降低知识获取门槛，规模化培育新型职业农民，完成农村增智；最终，电商通过催生“农文旅商”融合新业态，推动农村产业结构从单一农业向多元化、高价值形态升级，引领系统性现代化转型。

Abstract: In the strategic context of comprehensively promoting rural revitalization and the construction of a Digital China, e-commerce has emerged as a pivotal force driving the modernization transformation of agriculture and rural areas. This paper aims to systematically elucidate the core operational mechanisms through which e-commerce promotes the integrated development of a trinity model: “Agricultural Efficiency Enhancement”, “Rural Intellectual Empowerment”, and “Modernization Transformation”. The research finds that e-commerce, firstly, significantly increases the added value and brand premium of agricultural products through market-data-driven reverse reconstruction of the industrial chain, thereby achieving agricultural efficiency enhancement. Secondly, by leveraging digital skills training and information service platforms, it lowers the barrier to knowledge acquisition and facilitates the large-scale cultivation of new professional farmers, accomplishing rural intellectual empowerment. Finally, by catalyzing new business formats that integrate “agriculture, culture, tourism, and commerce”, e-commerce propels the upgrading of the rural industrial structure from a singular focus on agriculture to a diversified, high-value form, leading a systematic modernization transformation.