数字经济驱动乡村发展的系统性重塑：理论逻辑、实践路径与治理回应

Systematic Restructuring of Rural Development Driven by the Digital Economy: Theoretical Logic, Practical Paths and Governance Responses

摘要: 数字经济深度嵌入乡村发展进程，正在引发农业生产方式、农产品流通体系与乡村治理模式的全方位变革。本文基于理论整合分析，构建“技术嵌入–关系重构–制度回应”的分析框架，系统揭示数字经济驱动乡村发展的多重机制与内在张力。研究发现：数字经济通过数字赋能、价值创造与组织治理三重机制驱动县域数字创新生态系统形成；直播电商通过场景感知、主播信源与产品特征等要素的差异化组合，形成四类助农消费决策路径；电商平台主导的流通关系重构引发权力结构与利益分配的深刻调整，形成“平台–数字服务层–商家–供货者”的层级化利益分配格局；乡村自主平台的涌现体现了“乡村数字自主性”的生成，其核心在于“流量–供应–主体”三维路径的协同演化。本文为理解数字经济时代乡村转型的复杂逻辑提供了整合性分析框架，并为推动农村电商高质量发展、构建包容性数字乡村治理体系提供理论支撑。

Abstract: The deep integration of the digital economy into rural development has brought about an all-round transformation of agricultural production, circulation and rural governance. Based on theoretical integration, this paper establishes an analytical framework of “technology embedding-relationship restructuring-institutional response” to explore the mechanisms and tensions of digital economy-driven rural development. The study shows that the digital economy promotes county-level digital innovation ecosystems through digital empowerment, value creation and organizational governance. Live-streaming e-commerce, through differentiated combinations of elements such as scene perception, anchor information sources, and product characteristics, forms four types of consumer decision-making paths to support farmers. The restructuring of distribution relationships led by e-commerce platforms has triggered profound adjustments in power structures and profit distribution, forming a hierarchical profit distribution pattern of “platform-digital service layer-merchant-supplier”. The emergence of rural self-governing platforms reflects the generation of “rural digital autonomy”, the core of which lies in the synergistic evolution of the three-dimensional path of “traffic-supply-subject”. This paper provides an integrated analytical framework for understanding the complex logic of rural transformation in the digital economy era and offers theoretical support for promoting the high-quality development of rural e-commerce and building an inclusive digital rural governance system.