“数商兴农”战略下县域电商发展模式的迭代与创新——以遂昌模式为例

Iteration and Innovation of the County-Level E-Commerce Development Model under the “Digital Commerce Revitalizing Agriculture” Strategy—A Case Study of the Suichang Model

摘要: 随着“数商兴农”战略的深入实施，县域电商已成为推动乡村振兴与实现共同富裕的关键引擎。针对传统县域电商发展中面临的物流成本高、产品同质化严重及复合型人才短缺等结构性困境，本文以浙江省遂昌县为典型案例，系统梳理了“遂昌模式”的演变历程和迭代逻辑，旨在为欠发达地区县域经济转型提供路径参考。研究发现，遂昌县通过观念革新、物流升级、品牌打造、平台赋能四个维度成功构建起独具特色的县域电商生态创新机制，为新时代县域经济高质量发展提供了可复制的实践范本。

Abstract: With the in-depth implementation of the “Digital Commerce Revitalizing Agriculture” strategy, county-level e-commerce has emerged as a pivotal engine for driving rural revitalization and achieving common prosperity. Addressing the structural constraints facing traditional county-level e-commerce—namely, high logistics costs, severe product homogeneity, and a shortage of composite talents—this paper utilizes Suichang County, Zhejiang Province, as a representative case study. It systematically delineates the evolutionary trajectory and iteration logic of the “Suichang Model”, aiming to provide a reference path for the economic transformation of less developed regions. The study reveals that Suichang County has successfully constructed a distinctive innovation mechanism for the county-level e-commerce ecosystem through four dimensions: conceptual renewal, logistics upgrading, brand cultivation, and platform empowerment. This offers a replicable practical paradigm for the high-quality development of county economies in the new era.