县域电商产业集群对本地消费升级的溢出效应——以山东曹县为例

The Spillover Effect of County E-Commerce Industry Cluster on Local Consumption Upgrading—Taking Caoxian County of Shandong Province as an Example

摘要: 县域电商的快速发展对本地消费结构产生了深刻影响。本文以山东省曹县为研究案例，在梳理电商产业集群发展脉络的基础上，从居民收入增长、零售业态多元化及新消费模式渗透三个维度，系统分析电商产业集群对本地消费升级的溢出效应。研究发现，曹县电商产业通过“就业创收–消费能力增强–商业配套完善–消费观念转型”的传导链条，有效推动了县域消费升级。同时，针对品牌化不足、同质化竞争等问题，提出推动产业品牌化升级、完善商业基础设施、培育消费新业态等对策建议。

Abstract: The rapid development of county e-commerce has a profound impact on the local consumption structure. This paper takes Caoxian County of Shandong Province as a case study. On the basis of combing the development context of e-commerce industry cluster, this paper systematically analyzes the spillover effect of e-commerce industry cluster on local consumption upgrading from three dimensions: residents’ income growth, retail format diversification and new consumption mode penetration. The study found that Caoxian’s e-commerce industry has effectively promoted the upgrading of county consumption through the transmission chain of “employment income generation-consumption capacity enhancement-business support improvement-consumption concept transformation”. At the same time, in view of the problems of insufficient branding and homogeneous competition, this paper puts forward some countermeasures and suggestions, such as promoting the upgrading of industrial branding, improving commercial infrastructure and cultivating new forms of consumption.