电商赋能乡村产业振兴的现状与高质量发展路径研究——以横溪西瓜产业为例

Research on the Current Situation and High-Quality Development Path of Rural Industrial Revitalization Empowered by E-Commerce—A Case Study of the Watermelon Industry in Hengxi

摘要: 在数字乡村高质量发展推动乡村振兴的背景下，电商成为激活农村新质生产力、推动农业产业转型升级的重要抓手。本文基于技术–组织–环境(TOE)分析框架，以南京市江宁区横溪西瓜产业为案例，探析电商赋能农村产业振兴的现状、问题与路径。横溪西瓜作为当地支柱产业，依托电商实现销售渠道拓展、品牌价值提升，形成“线上 + 线下”融合模式，培育出一批新型“新农人”，显著提升了产业效益与农户收入。但产业仍面临品牌整合不足、产业链延伸不够、物流品控不完善等短板。为此，需通过强化品牌战略、完善电商生态、深化科技赋能，构建全产业链竞争力，提升数字化运营能力，夯实产业发展基础。研究成果可为其他地区依托电商推动特色农村产业高质量发展、助力乡村振兴提供实践借鉴。

Abstract: Against the background of high-quality development of digital villages boosting rural revitalization, e-commerce has become an important instrument for activating new-quality productive forces in rural areas and promoting the transformation and upgrading of agricultural industries. Based on the Technology-Organization-Environment (TOE) analytical framework, this paper takes the watermelon industry in Hengxi, Jiangning District, Nanjing as a case study to examine the current situation, problems and pathways of e-commerce empowering rural industrial revitalization. As a pillar industry of the region, the Hengxi watermelon industry has expanded sales channels and enhanced brand value through e-commerce, forming an integrated online-and-offline model and fostering a number of new-type farmers. These efforts have significantly improved industrial efficiency and farmers’ incomes. Nevertheless, the industry still faces shortcomings such as insufficient brand integration, limited extension of the industrial chain, and inadequate logistics and quality control systems. Accordingly, it is necessary to strengthen brand strategy, improve the e-commerce ecosystem, deepen technology empowerment, build the competitiveness of the whole industrial chain, enhance digital operation capabilities, and consolidate the foundation for industrial development. The findings of this study can provide practical references for other regions to promote the high-quality development of characteristic rural industries via e-commerce and support rural revitalization.