农村跨境电商运营风险与多维优化路径研究

Research on Operational Risks and Multi-Dimensional Optimization Paths of Rural Cross-Border E-Commerce

摘要: 在乡村振兴战略纵深推进的背景下，农村跨境电商已然成为激活农村特色产业、开拓农产品出海通道的重要引擎，但是毋庸讳言，农村跨境电商“主体碎片化、供应链标准化不足”的先天特性也决定了其运营中必然要面对法律、平台规则、税务、物流供应链等核心风险，故而严重制约其行业的可持续发展。因此本文以风险管理学、供应链管理、利益相关者理论为基础，从风险本质及形成机理出发，系统、有层次地探讨机制层面的优化及防范机制，由此自然、妥帖地提出“主体能力提升–核心环节防控–机制体系保障”三维度风险防范框架，对农村跨境电商运营风险相关机制设计具有指导意义。

Abstract: Against the backdrop of the deepening implementation of the rural revitalization strategy, rural cross-border e-commerce has become a crucial engine for activating rural specialty industries and opening up overseas channels for agricultural products. However, it is undeniable that the inherent characteristics of rural cross-border e-commerce—such as fragmented entities and insufficient supply chain standardization—naturally lead to core operational risks, including legal, platform rule, tax, and logistics supply chain issues, thereby severely constraining the sustainable development of the industry. Therefore, based on risk management theory, supply chain management, and stakeholder theory, this study systematically and hierarchically explores institutional-level optimizations and preventive mechanisms, starting from the essence and formation mechanisms of risks. Consequently, it naturally and appropriately proposes a three-dimensional risk prevention framework—“Enhancing Entity Capabilities - Controlling Core Linkages - Guaranteeing Institutional Systems,” which holds guiding significance for the design of operational risk-related systems in rural cross-border e-commerce.