电商驱动民族地区生态农产品价值链整合的生成逻辑——基于黔东南州黎平县黄岗村的田野调查

The Formation Logic of Value Chain Integration of Ecological Agricultural Products Driven by E-Commerce in Ethnic Minority Areas—A Field Research Based on Huanggang Village, Liping County, Qiandongnan Miao and Dong Autonomous Prefecture

摘要: 在乡村振兴与生态文明建设协同推进的时代语境下，民族地区如何将独特的生态资源优势转化为可持续的经济发展优势，是亟待破解的理论与实践难题。本文以贵州省黔东南州黎平县黄岗村为田野调查点，深入剖析农村电商介入后，民族地区生态农产品价值链从“低效断裂”向“高效整合”演进的内在机理。研究发现，电商不仅重构了农产品的流通渠道，更作为一种技术–社会复合装置，通过“生态资源的数字化编码与符号重塑”、“基于全景敞视的信任机制重建”以及“多元主体利益共同体的价值共创”三重逻辑，实现了生态产品价值的有效变现。这一过程不仅解决了民族地区生态产品“难定价、难流通”的困境，更激发了内生动力，促成了生态保护与经济发展的良性互构。本文的研究结论为同类民族地区探索生态产品价值实现机制提供了重要的学理支撑与实践参照。

Abstract: In the context of the coordinated advancement of rural revitalization and ecological civilization construction, how ethnic minority areas transform their unique ecological resource advantages into sustainable economic development advantages is an urgent theoretical and practical problem to be addressed. Taking Huanggang Village, Liping County, Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province as the field research site, this paper deeply analyzes the internal mechanism through which the value chain of ecological agricultural products in ethnic minority areas has evolved from “inefficient fragmentation” to “efficient integration” after the intervention of rural e-commerce. The study finds that e-commerce not only reconstructs the circulation channels of agricultural products, but also acts as a techno-social composite device. It realizes the effective value realization of ecological products through three logics: digital coding and symbolic reshaping of ecological resources, reconstruction of trust mechanism based on panopticism, and value co-creation of a community of shared interests with multiple subjects. This process not only resolves the dilemma of “difficult pricing and difficult circulation” of ecological products in ethnic minority areas, but also stimulates endogenous dynamics and promotes the benign mutual construction of ecological protection and economic development. The conclusions of this paper provide important theoretical support and practical reference for similar ethnic minority areas in exploring the mechanism for realizing the value of ecological products.