电商平台地理标志农产品追溯的机制与困境

The Mechanisms and Challenges of Traceability for Geographical Indication Agricultural Products on E-Commerce Platforms

摘要: 地理标志农产品在电商平台上面临产地仿冒、信息不对称等质量安全挑战，构建有效的追溯体系成为关键。本文从平台赋能视角出发，探讨电商地理标志农产品追溯的运行机制与现实困境。研究发现，电商平台的追溯机制体现在三个层面：技术层面，平台提供追溯信息展示接口，降低追溯系统接入门槛；制度层面，平台通过入驻审核、信任标识、流量奖惩等规则，激励生产者参与追溯；市场层面，平台将追溯信息转化为消费者可识别的质量信号，形成“追溯–信任–溢价”的正向循环。然而，这一机制的有效运行面临多重困境：技术层面存在标准不统一、系统孤岛问题；制度层面存在政企数据壁垒、平台利益挤压问题；市场层面存在消费者认知不足、溢价机制不稳定问题。这些困境相互交织，形成复杂的组态效应。本文提出，应从完善平台规则、强化政企协同、提升消费者教育等方面，破解电商地理标志农产品追溯的现实困境，构建适应电商场景的质量安全治理体系。

Abstract: Geographical indication agricultural products face quality and safety challenges on e-commerce platforms, such as origin counterfeiting and information asymmetry. Establishing an effective traceability system has therefore become critical. From the perspective of platform empowerment, this paper explores the operating mechanisms and practical dilemmas of traceability for GI agricultural products on e-commerce platforms. The study finds that the traceability mechanism of e-commerce platforms is manifested in three dimensions: at the technical level, platforms provide interfaces for displaying traceability information, lowering the threshold for accessing traceability systems; at the institutional level, platforms use rules such as listing review, trust marks, and traffic-based rewards and penalties to incentivize producers to participate in traceability; at the market level, platforms convert traceability information into quality signals recognizable to consumers, forming a positive cycle of “traceability - trust - price premium.” However, the effective operation of this mechanism faces multiple dilemmas: at the technical level, issues of inconsistent standards and system silos; at the institutional level, barriers in government-enterprise data sharing and platform-driven profit pressures; at the market level, insufficient consumer awareness and unstable premium mechanisms. These dilemmas intertwine to create complex configurational effects. This paper proposes addressing the practical dilemmas of traceability for GI agricultural products on e-commerce platforms by improving platform rules, strengthening government-enterprise collaboration, and enhancing consumer education, thereby constructing a quality and safety governance system tailored to the e-commerce context.