我国农产品电商发展现状及策略研究

A Study on the Current Status and Strategies for the Development of Agricultural E-Commerce in China

摘要: 随着数字技术的深度渗透与乡村振兴战略的全面推进，我国农产品电商已成为改造传统农业、促进农民增收、繁荣农村经济的关键引擎。本文基于最新统计数据、政策文本与行业实践，系统梳理了2022年以来我国农产品电商在市场规模、政策环境、供应链优化及平台格局与竞争态势等方面的发展现状。研究发现，农产品电商市场规模持续扩大但增速趋于平稳，政策支持体系日益完善但落地效能待提升，供应链数字化进程加速但仍存在“最后一公里”与冷链短板，直播助农模式蓬勃兴起却面临同质化竞争与可持续性挑战，大数据与人工智能应用初显成效但深度与广度不足。针对这些问题，本文提出完善基础设施、深化技术赋能、创新商业模式、优化政策支持、强化人才培养等策略，以期为推动我国农产品电商高质量发展提供参考。

Abstract: With the deep penetration of digital technologies and the comprehensive advancement of the rural revitalization strategy, China’s agricultural e-commerce has become a key driver for transforming traditional agriculture, boosting farmers’ incomes, and revitalizing the rural economy. Based on the latest statistical data, policy documents, and industry practices, this paper systematically examines the current state of China’s agricultural e-commerce since 2022, covering aspects such as market size, the policy environment, supply chain optimization, and the platform landscape and competitive dynamics. The study found that while the market size of agricultural e-commerce continues to expand, its growth rate is stabilizing; although the policy support system is becoming increasingly robust, the effectiveness of its implementation needs improvement; while the digitization of supply chains is accelerating, challenges remain in the “last mile” and cold chain logistics; the live-streaming model for agricultural assistance is booming but faces challenges of homogenized competition and sustainability; and while the application of big data and artificial intelligence is showing initial results, its depth and breadth remain insufficient. In response to these issues, this paper proposes strategies such as improving infrastructure, deepening technological empowerment, innovating business models, optimizing policy support, and strengthening talent development, with the aim of providing guidance for promoting the high-quality development of China’s agricultural e-commerce sector.