数字经济背景下县域电商助农模式创新研究——以湖北钟祥市为例

Research on the Innovation of County Ecommerce Agriculture-Assisting Model under the Background of Digital Economy—A Case Study of Zhongxiang City, Hubei

摘要: 在数字经济快速发展的背景下，县域电商已成为推动乡村振兴、促进农民增收的重要抓手。湖北省钟祥市作为农业大市与历史文化名城，依托丰富的农产品资源与文旅资源，在电商助农实践中探索出独具特色的发展路径。本文以钟祥市为研究对象，梳理其电商助农的发展现状，分析“电商 + 农产品 + 文旅”跨界融合模式的成功经验，并针对当前存在的物流成本高、品牌化不足、人才短缺等问题，提出优化县域电商助农的创新策略，为中西部同类县域提供参考与借鉴。

Abstract: In the context of rapid development of the digital economy, county e-commerce has become an important engine for promoting rural revitalization and increasing farmers’ income. As a major agricultural city and famous historical and cultural city in Hubei Province, Zhongxiang has explored a unique development path in e-commerce-assisted agriculture, relying on its rich agricultural products and cultural tourism resources. Taking Zhongxiang as the research object, this paper sorts out its current development status of e-commerce for rural areas, analyzes the successful experience of the “e-commerce + agricultural products + cultural tourism” cross-border integration model, and puts forward innovative strategies to optimize county e-commerce assistance in view of existing problems such as high logistics costs, insufficient branding, and shortage of talents, so as to provide reference for similar counties in central and western China.