数字经济赋能区域特色农产品电子商务发展研究——以资中血橙为例

Research on the Empowerment of Regional Special Agricultural Products E-Commerce Development by Digital Economy—A Case Study of Zizhong Blood Oranges

摘要: 随着数字经济的深度发展，农村电子商务已成为推动农业现代化与乡村振兴的关键引擎。本文引入交易成本理论、价值链理论和创新扩散理论，构建数字经济赋能资中血橙电子商务发展的理论分析框架，以深入剖析数据要素如何重塑血橙产业链。以“中国血橙之乡”四川省资中县为典型案例，系统梳理资中血橙电子商务发展的现状与成效。研究发现，资中血橙电商发展在取得显著突破的同时，仍面临物流损耗较高、电商运营能力有限等现实困境。基于数字经济的赋能逻辑，本文提出创新营销模式、构建分层培训体系和数字化冷链物流体系等对策建议，以期为数字经济赋能区域特色农产品电子商务高质量发展提供理论参考与实践借鉴。

Abstract: With the in-depth development of the digital economy, rural e-commerce has become a key engine for promoting agricultural modernization and rural revitalization. This paper introduces transaction cost theory, value chain theory and innovation diffusion theory to construct a theoretical analysis framework for the development of e-commerce for Zizhong blood oranges empowered by the digital economy, in order to deeply analyze how data elements reshape the blood orange industrial chain. Taking Zizhong County, Sichuan Province, known as the “Hometown of Blood Oranges in China”, as a typical case, this paper systematically reviews the current situation and achievements of the development of e-commerce for Zizhong blood oranges. The research finds that while the development of e-commerce for Zizhong blood oranges has achieved significant breakthroughs, it still faces practical difficulties such as high logistics losses and limited e-commerce operation capabilities. Based on the empowerment logic of the digital economy, this paper proposes countermeasures and suggestions such as innovating marketing models, building a hierarchical training system and a digital cold chain logistics system, in order to provide theoretical references and practical references for the high-quality development of e-commerce for regional characteristic agricultural products empowered by the digital economy.