耕地细碎化背景下农产品电商发展困境与破解对策——以贵州省湄潭县为例

Predicaments and Countermeasures of Agricultural Product E-Commerce Development under the Background of Farmland Fragmentation—A Case Study of Meitan County, Guizhou Province

摘要: 耕地细碎化与农产品电商发展的规模化、标准化需求存在根本矛盾，严重制约西南山地县域农业高质量发展。本文以贵州省湄潭县为案例，运用案例分析法，系统梳理当地耕地细碎化与农产品电商发展现状。研究发现，耕地细碎化导致供应链稳定性不足、运营成本居高不下、标准化建设滞后、产业衔接与流通效率偏低等核心困境。基于规模经济理论、供应链管理理论、交易成本经济学与社会网络分析，从深化耕地整合、优化供应链协同、加快标准化与品牌建设、培育多元经营主体、完善物流仓储设施五个方面提出破解对策，为西南同类山地县域推动农产品电商与细碎化土地经营协同发展提供实践与理论参考。

Abstract: Farmland fragmentation fundamentally contradicts the large-scale and standardized development demands of agricultural product e-commerce, severely restricting the high-quality agricultural development in mountainous counties of Southwest China. Taking Meitan County, Guizhou Province as a case study, this paper adopts the case analysis method to systematically review the current development status of farmland fragmentation and agricultural product e-commerce in the region. The study finds that farmland fragmentation leads to core predicaments including insufficient supply chain stability, high operating costs, lagging standardization, and poor industrial connection with low circulation efficiency. Drawing on the theories of economies of scale, supply chain management, transaction cost economics, and social network analysis, this paper proposes countermeasures from five aspects: deepening farmland consolidation, optimizing supply chain coordination, accelerating standardization and brand building, cultivating diverse business entities, and improving logistics and warehousing facilities. These findings provide practical and theoretical references for similar mountainous counties in Southwest China to promote the coordinated development of agricultural product e-commerce and fragmented farmland management.