“优农直供”电商助农增收的路径与机制

The Path and Mechanism of “Younong Direct Supply” E-Commerce for Increasing Farmers’ Income

摘要: 在全面推进乡村振兴战略的时代背景下，如何有效破解农产品“上行”难题、打通城乡流通堵点、建立农民持续增收的长效机制，已成为学术界与实务界共同关注的焦点。本文以“优农直供”电商助农项目为研究对象，采用案例分析法，深入探讨基于电商平台的乡村振兴增收路径。研究发现，传统农产品流通模式面临信息壁垒导致的生产与市场脱节、层级过多的流通结构侵蚀农户利润、品牌化缺失致使产品附加值难以提升、以及人才与技术短板制约产业升级等多重结构性困境。针对上述问题，“优农直供”项目构建了“农户–平台–消费者”的直连模式，整合新媒体营销矩阵、物联网智能监管技术与农户利益联结机制，形成了一套覆盖产前、产中、产后全链条的系统性解决方案。理论层面，本研究揭示了在资源约束条件下，通过模式创新与技术赋能实现小农户与大市场有效对接的内在机理，丰富了数字农业与乡村振兴的理论体系。实践层面，该项目为同类型地区开展电商助农工作提供了可复制、可推广的操作范式，对于推动农业产业升级、促进农民增收具有重要的现实意义。

Abstract: Against the backdrop of comprehensively promoting the rural revitalization strategy, how to effectively solve the problem of agricultural products’ “upward movement”, unblock the bottlenecks in urban and rural circulation, and establish a long-term mechanism for farmers’ continuous income growth has become a focus of common concern in both the academic and practical fields. This article takes the “Younong Direct Supply” e-commerce project to assist farmers as the research object and uses the case analysis method to deeply explore the income-increasing path for rural revitalization based on e-commerce platforms. Research has found that the traditional agricultural product circulation model is confronted with multiple structural predicaments, including the disconnection between production and the market caused by information barriers, the erosion of farmers’ profits by an overly multi-level circulation structure, the difficulty in increasing the added value of products due to the lack of branding, and the constraints on industrial upgrading caused by the shortage of talents and technology. In response to the above issues, the “Younong Direct Supply” project has established a direct connection model of “farmers - platforms - consumers”, integrating a new media marketing matrix, Internet of Things intelligent supervision technology and farmers’ interest connection mechanism, and has formed a systematic solution covering the entire chain from pre-production, production to post-production. At the theoretical level, this study reveals the intrinsic mechanism of effectively connecting small-scale farmers with the large market through model innovation and technological empowerment under resource constraints, enriching the theoretical system of digital agriculture and rural revitalization. At the practical level, this project provides a replicable and scalable operational model for similar regions to carry out e-commerce assistance for farmers, which has significant practical significance for promoting agricultural industrial upgrading and increasing farmers’ income.