数字经济重塑农产品流通体系：理论逻辑、现实困境与优化路径

Digital Economy and the Reshaping of Agricultural Product Distribution Systems: Theoretical Logic, Realistic Predicaments and Optimization Paths

摘要: 数字技术与农产品流通的深度融合正在重塑传统农产品流通体系。本文基于交易成本理论、信息不对称理论和供应链协同理论，从生产端精准对接、流通端渠道重构、消费端市场拓展三个维度揭示数字化转型的内在机理，深入剖析数字基础设施城乡失衡、小农户数字化能力薄弱、冷链物流与标准化滞后、数据安全与平台垄断等现实困境，并提出相应的优化路径。本文构建了一个“技术–组织–制度”三维分析框架，并引入平台双重角色与算法治理视角，为理解农产品流通数字化转型提供了新的理论视角。

Abstract: The deep integration of digital technology and agricultural product circulation is reshaping the traditional agricultural circulation system. Based on transaction cost theory, information asymmetry theory, and supply chain collaboration theory, this paper reveals the internal mechanism of digital transformation from three dimensions: precise matching at the production end, channel reconstruction at the circulation end, and market expansion at the consumption end. It thoroughly analyzes the practical dilemmas, including the urban-rural imbalance of digital infrastructure, weak digital capabilities of small-scale farmers, lagging cold chain logistics and standardization, and data security and platform monopolies. Corresponding optimization paths are proposed accordingly. This paper constructs a “technology-organization-institution” three-dimensional analytical framework and introduces the perspective of platform dual roles and algorithmic governance, providing a new theoretical perspective for understanding the digital transformation of agricultural product circulation.