中国–东南亚农产品跨境电商高质量发展研究

Research on the High-Quality Development of China-Southeast Asia Cross-Border E-Commerce of Agricultural Products

摘要: 跨境电商作为数字贸易的重要形态，正在深刻重塑中国–东南亚农产品贸易的格局。在数字经济与跨境物流基础设施深度融合的背景下，农产品跨境电商呈现出规模快速增长、品类持续拓展、模式不断创新的发展态势。然而，规模扩张并不等同于质量提升，当前中国–东南亚农产品跨境电商在标准协调、冷链物流、品牌建设、人才支撑等方面仍面临结构性制约，高质量发展的目标与粗放式增长的现实之间存在显著差距。本研究系统梳理中国–东南亚农产品跨境电商的发展现状，深入剖析制约高质量发展的核心问题及其内在关联，为此提出了构建协调的质量治理体系、打造全链条温控体系、从品类营销到品牌塑造、构建“政产学研”协同的育人机制四点建议。本文旨在为中国–东南亚农产品跨境电商的提质增效提供理论依据与实践参考。

Abstract: As a significant form of digital trade, cross-border e-commerce is profoundly reshaping the landscape of agricultural trade between China and Southeast Asia. Against the backdrop of deep integration of the digital economy and cross-border logistics infrastructure, cross-border e-commerce of agricultural products exhibits a development trend characterized by rapid scale growth, continuous expansion of product categories, and ongoing business model innovation. However, scale expansion does not equate to quality improvement. At present, cross-border e-commerce of agricultural products between China and Southeast Asia still faces structural constraints in areas such as standard coordination, cold chain logistics, brand building, and talent support. A notable gap persists between the goal of high-quality development and the reality of extensive growth. This study systematically reviews the current development status of China-Southeast Asia cross-border e-commerce of agricultural products, thoroughly analyzes the core problems constraining high-quality development and their interrelationships, and accordingly proposes four recommendations: establishing a coordinated quality governance system, building a whole-chain temperature control system, shifting from category-based marketing to brand building, and constructing a collaborative talent cultivation mechanism involving government, industry, academia, and research. This paper aims to provide theoretical foundations and practical references for improving the quality and efficiency of China-Southeast Asia cross-border e-commerce of agricultural products.