协同治理视角下县域农产品公共品牌电商发展路径研究——以涟水县“涟农优品”为例

A Study on the E-Commerce Development Path of County-Level Agricultural Product Public Brands in the Context of Collaborative Governance—Taking Lianshu County’s “Liannong Premium” as an Example

摘要: 在乡村振兴与数字经济的双重驱动下，县域农产品公共品牌的电商化转型已成为提升农业竞争力、促进农民增收的关键路径。然而，公共品牌天然的“公共物品”属性使其在发展中普遍面临主体分散、权责模糊、集体行动困境等治理挑战。本文以协同治理理论为分析框架，以江苏省涟水县农产品区域公共品牌“涟农优品”为案例，系统剖析其“产业带 + 特色电商”的实践模式。研究发现，“涟农优品”通过构建“政府引领–企业带动–村社承载–新农人驱动–平台赋能”的多中心协同治理网络，初步破解了集体行动难题，实现了品牌溢价与产业升级。但其发展仍面临治理机制长效化不足、品牌生态协同深度有限、价值链收益分配不均等问题。本研究据此提出，应从完善制度化的协同规则、构建品牌生态共同体、深化价值链整合与利益共享机制以及推动数字技术深度融合四方面，优化县域农产品公共品牌电商发展的协同治理路径，以期为同类地区提供理论参考与实践镜鉴。

Abstract: Driven by the dual forces of rural revitalization and the digital economy, the e-commerce transformation of county-level agricultural product public brands has become a crucial path to enhance agricultural competitiveness and increase farmers’ incomes. However, the inherent “public good” nature of public brands poses governance challenges such as fragmented entities, ambiguous responsibilities, and collective action dilemmas. This paper uses the theory of collaborative governance as an analytical framework and takes the regional public brand of agricultural products in Lianshu County, Jiangsu Province, “Liannong Premium” as a case study to systematically analyze its “industrial cluster + distinctive e-commerce” implementation model. The research finds that “Liannong Premium” has initially overcome collective action challenges by establishing a multi-center collaborative governance network consisting of government leadership, enterprise promotion, village and community support, new farmer drive, and platform empowerment. This has enabled brand premiumization and industrial upgrading. However, its development still faces issues such as inadequate long-term effectiveness of governance mechanisms, limited depth of brand ecosystem collaboration, uneven distribution of value chain benefits. Based on these findings, the study proposes optimizing the collaborative governance path for the e-commerce development of county-level agricultural product public brand by improving institutionalized collaborative rules, building a brand ecosystem community, deepening value chain integration and benefit-sharing mechanisms, and promoting the deep integration of digital technologies. The study aims to provide theoretical references and practical insights for similar regions.