产业链视角下电商驱动农业数字化转型的理论解构与案例分析——兼论农业“产业大脑”的经验启示  

Theoretical Deconstruction and Case Analysis of E-commerce-driven Digital Transformation in Agriculture from the Perspective of the Industrial Chain:Insights from Agricultural' Industrial Brain' Experiences

作　　者：王昕天[1] 荆林波 冯章伟 WANG Xintian;JING Linbo;FENG Zhangwei(Business School,Ningbo University;Chinese Academy of Social Sciences Evaluation Studies)

机构地区：[1]宁波大学商学院 [2]中国社会科学评价研究院

出　　处：《中国农村观察》2025年第1期43-62,共20页China Rural Survey

基　　金：国家社会科学基金一般项目“电商驱动农业产业链数字化的机制、效果与政策研究”(编号:23BJY173)。

摘　　要：基于产业链视角,本文从技术采纳模型和产业链联动效应出发,建立电商驱动农业数字化转型两阶段模型。通过对临安山核桃、武乡小米和新平脐橙三个农业特色产业的数字化过程进行梳理和比较,本文从实践中提炼电商驱动农业数字化转型的特征,在案例分析基础上对临安山核桃“产业大脑”进行拓展讨论,并阐述农业产业链数字化转型过程中建立数据中台的重要性。本文认为,产业链视角下电商驱动农业数字化转型的本质是农业在电商的带动下,借助数字技术实现农产品商品化、农业功能多样化和涉农服务价值化的过程。农业社会化服务滞后是农业数字化转型的重要制约。数据开放共享是农业数字化转型的关键支撑。标准化程度是影响农业数字化转型扩散的核心要素。本文结论为各地利用电商推动农业数字化转型提供了参考借鉴。Digital technology plays a fundamental role in enhancing agricultural supply assurance capabilities,technological equipment levels,operational system efficiency,and industry development resilience.For a long time,the process of agricultural digitalization driven by administrative measures has faced issues of being "heavy on construction but light on application" and "heavy on demonstration but light on real effectiveness".Compared to other fields,the complexity and specificity of agriculture have contributed to an overall low level of digitalization in this sector.Rural e-commerce has emerged as a new leverage point to promote agricultural digital transformation.E-commerce brings new online markets to agriculture and can compensate for the inadequacies of administrative power in the digitalization process due to its market nature.Additionally,the systemic complexity and uniqueness of agriculture are significant reasons for the relatively slow progress of digital development in practice.Thus,digital transformation at the industrial chain level is crucial.Therefore,exploring the impact of e-commerce on agricultural digitalization from the perspective of the industrial chain has important theoretical and practical significance.Based on this,this paper establishes a two-phase model of e-commerce-driven agricultural digitalization,focusing on technology adoption and the synergistic effects within the industrial chain.By analyzing and comparing the digitalization processes of three agricultural specialty industries-Lin'an mountain walnuts,Wuxiang millet,and Xinping navel oranges—this paper extracts the characteristics of e-commerce-driven agricultural digital transformation from practical instances and expands the discussion around the "industrial brain" of Lin'an mountain walnuts based on case analysis.The main conclusions are as follows:(1) From the perspective of the industrial chain,the essence of e-commerce-driven agricultural digitalization is a process whereby agriculture,propelled by e-commerce,uses digitaliz

关 键 词：电子商务 农业产业链 产业大脑 数字化 联动效应 

分 类 号：F323.3[经济管理—产业经济] F724.6