电商农村产品的“政府背书”模式与基层政府建设的互构路径重塑
The “Government Endorsement” Mode of E-Commerce Agricultural Products and the Reconstruction of the Construction of Grassroots Credibility

随着数字乡村战略的开展，通过构建政府背书制度性信任，以政府为被背书人增强农产品的认证覆盖率到农产品质量共识度再到农产品转向电商溢价率的逻辑推动乡村农产品电子商务的发展从而对基层政府的建设带来正向收益。但在实际的现实操作中却出现了政府认证体系遭遇三个维度的虚置悖论。行政认证的标签悬浮化，随后形成市场反馈的信任消失最后导致社会群体对政府背书的电商农产品的不信任最后成为基层政府的公信力下降的现象形成的恶性循环。这种政府背书农产品走向电商模式的异变根源于单向赋能模式下的齿轮咬合失衡。首先是行政系统的刚性认证标准与乡土生产惯习形成合规缺口，其次是市场端的数字化追溯系统反向催生市场反向催生“认证套利共同体”，最后便是社会效应层面的权威性消失。这导致政府背书的符号资本陷入“制度性耗散”，与中央“培育农产品网络品牌”产生了治理需求层面的差距。解决这种异变的关键在于建构“双循环认证赋能模式”，首先从制度端要设置弹性认证标准，嵌入过程追溯补偿机制，加上技术嵌入与文化调试的协同机制；再者社会层面上培育数字化共治平台，构建动态认证的信任再生产体系并将农户进行组织化，逐渐形成认证标准与乡土知识的自适应匹配；最后重塑多元化主体的权威共建路径，这既实现国家“数商兴农”工程要求的制度效能转化，又创造政府认证权威与电商农产品质量的基层建设的互构演进。
With the development of digital rural strategy, through the construction of government endorsement institutional trust, the logic of the government as the endorsement to strengthen the certification coverage of agricultural products to agricultural products quality consensus to electricity premium rate promotes the development of rural agricultural products e-commerce, thereby bringing positive benefits to the construction of grassroots governments. However, in the actual operation, there is a paradox of government certification system encountering three dimensions of reality. The suspension of the label of administrative certification, the disappearance of trust resulting from the formation of market feedback, and finally the distrust of social groups on government-endorsed e-commerce agricultural products, finally become a vicious circle formed by the phenomenon of the credibility of the grassroots government. This change of the government endorsed agricultural products to the e-commerce mode is rooted in the imbalance of gear occlusion under the one-way enabling mode. First of all, the rigid certification standards of the administrative system and the local production habits form a compliance gap; second, the reverse of the digital traceability system at the market end promotes the market and the “certification arbitrage community”, and finally, the authority at the level of social effect disappears. As a result, the symbolic capital endorsed by the government falls into “institutional dissipation”, and there is a gap in the governance demand level with the central “cultivating agricultural products network brand”. The key to solving this change is to construct the “double-cycle authentication enabling mode”. First of all, from the system end, flexible certification standards