农产品电商发展的社会过程——以朔北省为例  

The Social Process of the E-commerce of Agricultural Products—Take Shuobei Province as an Example

作　　者：付伟 任春旭 徐圆 FU Wei;REN Chunxu;XU Yuan

机构地区：[1]中国社会科学院社会学研究所 [2]北京大学社会学系 [3]中国人民大学社会学院

出　　处：《中国农业大学学报（社会科学版）》2024年第3期91-105,共15页Journal of China Agricultural University;Social Sciences

基　　金：中国社会科学院重大创新项目“全体人民共同富裕研究”(2023YZD018);国家社会科学基金重大项目“乡村振兴战略下县域城乡融合发展的理论与实践研究”(22&ZD189)。

摘　　要：农产品电商的发展是数字技术、数字经济与县域农业产业链深度融合的过程。由于农业的特殊性、县域产业的系统性和县域社会的特殊性,农产品电商的发展是数字经济同诸多社会因素相互作用的社会过程,具体包括了从产品到产业、再到人才三个递进层次不断发生连锁反应的过程。数字平台对农产品的产品形态和销售模式提出了新要求,这需要实现农产品的“电商化”,将初级农产品转化为符合互联网思维的电商产品。而农产品“电商化”则需要以县域传统产业链为依托,完成数字技术和数字经济对既有农业产业链的重塑。从产品到产业的系统重塑,最终形成了一个既紧密链接都市社会、数字经济,同时又扎根县域社会的农产品电商产业链,这个产业链的形成离不开一个兼具现代经营理念和扎根县域社会的电商从业群体。The development of agricultural products e-commerce is a process of deep integration of digital technology,digital economy and county industry.Because of the particularity of agriculture,the systematization of county industry,and the integrity of county society,the process of digital economy taking root in the county is a social process interacting with many social factors.Digital platforms have put forward new requirements for the product form and sales mode of agricultural products,which need to realize the“e-commerce of agricultural products”and transform primary agricultural products into e-commerce products in line with the Internet thinking.Furthermore,the e-commerce of agricultural products needs to rely on the traditional industrial chain of counties and complete the transformation and reshaping of the existing industrial chain by digital technology and digital economy.The systematic reshaping from products to industries has finally formed an agricultural products e-commerce industry chain closely linked to urban society,digital economy,and county society at the same time.The formation of this industrial chain cannot be separated from a group of e-commerce entrepreneurs who are both familiar with modern business ideas and rural culture.

关 键 词：农产品电商 县域 数实融合 

分 类 号：F323.7[经济管理—产业经济] F724.6