数字经济赋能县域特色农业发展路径——以董杜庄西瓜产业为例

The Development Path of County-Level Characteristic Agriculture Empowered by Digital Economy—Taking the Watermelon Industry in Dongduzhuang as an Example

摘要: 数字经济与农业的深度融合催生数字农业新业态，山东省作为农业大省与数字经济强省，为县域特色农业转型提供了良好环境。莘县董杜庄镇(“中国西瓜第一镇”)拥有完整西瓜产业链与“莘县西瓜”国家地理标志品牌，近年来通过引入智能传感、电商平台等技术初步构建数字化生态，但仍面临数字基础设施失衡、小农户数字素养不足、营销同质化、产业链协同不畅等问题。本文综合采用实地调研、区域对比分析与文献研究法开展研究，结合山东寿光蔬菜、陕西洛川苹果、贵州修文猕猴桃等典型案例开展区域对比分析。基于调研与分析结果，从基础设施、主体能力、营销模式、产业链融合四维度提出优化路径，为董杜庄及同类县域特色农业数字化转型提供参考。

Abstract: The deep integration of the digital economy and agriculture has given rise to new forms of digital agriculture. As a major agricultural province and a strong province in the digital economy, Shandong Province has provided a favorable environment for the transformation of county-level characteristic agriculture. Dongduzhuang Town in Shen County (known as “China’s No. 1 Watermelon Town”) has a complete watermelon industrial chain and the national geographical indication brand “Shen County Watermelon”. In recent years, it has initially built a digital ecosystem by introducing intelligent sensing and e-commerce platforms and other technologies. However, it still faces problems, such as unbalanced digital infrastructure, insufficient digital literacy of small-scale farmers, homogenized marketing, and poor industrial chain coordination. This paper conducts research by comprehensively adopting the methods of field investigation, regional comparative analysis and literature review, and conducts regional comparative analysis in combination with typical cases, such as vegetables in Shouguang, Shandong, apples in Luochuan, Shaanxi, and kiwifruits in Xiuwen, Guizhou. Based on the research and analysis results, optimization paths are proposed from four dimensions: infrastructure, subject capabilities, marketing models, and industrial chain integration, providing references for the digital transformation of characteristic agriculture in Dongduzhuang and similar counties.