中小农产品电商绿色转型的发展痛点及破局路径

Development Pain Points and Breakthrough Paths for the Green Transformation of Small and Medium-Sized Agricultural Product E-Commerce

摘要: 随着电子商务的不断发展，并在“双碳”目标推进与绿色消费普及的背景下，绿色电商作为一种新兴的电商模式应运而生。同时中小企业为突破同质化竞争、实现可持续发展，也开始往绿色电商的方向发展。其中农产品领域具备天然生态优势，中小农产品电商成为绿色电商转型的重要主体；但该类企业因内外部因素限制，绿色转型过程中存在核心发展难点。基于此，本文系统分析中小农产品企业发展绿色电商的发展机遇与驱动力，采用“资源–制度–能力”的理论模型阐述中小农产品电商的核心发展痛点，并针对三大核心发展痛点，提出中小农产品企业发展绿色电商的发展建议，为该类企业入局绿色电商、破解发展困境提供参考与借鉴。

Abstract: With the continuous development of e-commerce, against the background of the advancement of the “Dual Carbon” goals and the popularization of green consumption, green e-commerce has emerged as a new e-commerce model. Meanwhile, to break through homogeneous competition and achieve sustainable development, small and medium-sized enterprises have also begun to shift toward green e-commerce. The agricultural product sector boasts inherent ecological advantages, making small and medium-sized agricultural e-commerce businesses key participants in the green transformation. Nevertheless, constrained by internal and external factors, such enterprises face prominent core difficulties during their green transition. Based on this context, this paper systematically analyzes the development opportunities and driving forces for small and medium-sized agricultural product enterprises to develop green e-commerce. Adopting the “Resource-Institution-Capability” theoretical framework, it elaborates on their core development bottlenecks. Targeting the three major bottlenecks, corresponding development countermeasures are proposed. This study provides references and practical insights for such enterprises to engage in green e-commerce and overcome relevant development dilemmas.