利益联结机制视角下农村电商产业可持续发展路径研究

Research on the Sustainable Development Path of Rural E-Commerce Industry from the Perspective of Interest Connection Mechanism

摘要: 在全球数字化背景下，农村电商作为乡村振兴战略的关键，面临重大机遇与挑战。本文以重庆市秀山县为例，从利益联结机制的视角出发，构建“价值共创–风险共担–收益共享”的理论分析框架，探究农村电商产业的可持续发展路径。研究发现，有效的利益联结能促进产业链协作，优化资源配置，提升整体效益。然而，农村电商发展仍面临利益联结机制缺失、风险共担机制不健全、利益分配不均、信息不对称及政策执行脱节等问题。为此，本文提出构建多方共赢的生态体系、建立风险分担与补偿机制、完善利益分配与激励机制、加强信息共享与政策支持的对策。以期推动农村电商产业的高质量发展，助力乡村振兴战略的深入实施。

Abstract: In the context of global digitalization, rural e-commerce, as the key to the rural revitalization strategy, faces major opportunities and challenges. Taking Xiushan County of Chongqing city as an example, this paper constructs the theoretical analysis framework of “value co-creation-risk sharing-benefit sharing”, and explores the sustainable development path of rural e-commerce industry. It is found that effective interest connection can promote industrial chain cooperation, optimize resource allocation, and improve the overall benefit. However, the development of rural e-commerce is still faced with problems such as lack of interest linkage mechanism, imperfect risk sharing mechanism, uneven distribution of interests, information asymmetry and disjointed policy implementation. Therefore, this paper puts forward the countermeasures to build a multi-win-win ecological system, establish the risk sharing and compensation mechanism, improve the benefit distribution and incentive mechanism, and strengthen the information sharing and policy support, in order to promote the high-quality development of the rural e-commerce industry and help the in-depth implementation of the rural revitalization strategy.