政策引领与内生动力：县域电商经济发展的实践路径与内在逻辑——以湖北房县为例

Policy Guidance and Endogenous Momentum: Practical Paths and Internal Logic of County-Level E-Commerce Economy Development—A Case Study of Fangxian County, Hubei Province

摘要: 县域电子商务是数字经济与乡村振兴战略深度耦合的关键场域。本研究以湖北省房县为典型个案，基于行动者网络理论(Actor-Network Theory, ANT)，将政府、平台企业、物流公司、农户等异质性行动者纳入分析框架，系统考察其在特色农产品电商转型、物流成本优化、人才培育机制等方面的互动博弈与转译过程，进而构建“政策启动–产业匹配–能力沉淀”三阶段演化分析模型。研究表明：房县立足黄酒地理标志产业基础，依托“8元寄全国”物流专项政策有效破除区位成本壁垒，借助“展场即直播间”的跨域直播模式创新县域农产品流量导入机制，并通过跨区域实战演练与校企协同育人打通电商人才可持续供给通道，形成了具备推广价值的县域电商发展范式。然而，该县仍面临数字经济核心产业规模有限、跨境电商业态发育迟缓、政策红利依赖程度偏高等深层结构性挑战。本文主张推动发展动力由“政策扶持驱动”向“制度能力内生”转型，并在讨论部分界定了该模式适用的前置条件，为资源禀赋相近县域提供决策参照。

Abstract: County-level e-commerce constitutes a critical arena where the digital economy and rural revitalization strategy are deeply coupled. Taking Fangxian County, Hubei Province, as a typical case, this study employs Actor-Network Theory (ANT) to incorporate heterogeneous actors—including government, platform enterprises, logistics companies, and farmers—into an analytical framework. It systematically examines their interactive gaming and translation processes in the e-commerce transformation of specialty agricultural products, logistics cost optimization, and talent cultivation mechanisms. Furthermore, it constructs a three-stage evolutionary analytical model encompassing “policy initiation-industry matching-capacity building”. The findings indicate that, anchored in the geographic indication industry of Fangxian rice wine, the county effectively dismantles location-induced cost barriers through the “8-yuan nationwide shipping” logistics policy, innovates the traffic acquisition mechanism for county-level agricultural products via the “exhibition hall as live-streaming room” cross-regional live-streaming model, and establishes a sustainable supply channel for e-commerce talents through cross-regional practical training and school-enterprise collaborative education. These efforts have culminated in a county-level e-commerce development paradigm with significant potential for replicability. Nevertheless, the county remains confronted with deep-seated structural challenges, including the limited scale of core digital economy industries, the incipient stage of cross-border e-commerce, and an overreliance on policy dividends. This paper advocates a transition in the development impetus from “policy support-driven” to “institutional capacity endogenous” and defines the preconditions for this model’s applicability in the discussion section, thereby providing decision-making references for counties with similar resource endowments.