新质生产力驱推绿色电商变革：耦合逻辑、价值意蕴、实践理路
New Quality Productivity Drives Green E-Commerce Change: Coupling Logic, Value Implications, and Practical Rationale

数字技术革命催生了以科技创新为核心的新质生产力，为经济社会发展带来了新的机遇与挑战。绿色电商作为数字经济的重要形式，在新质生产力的赋能下正发生着深刻变革。本文通过分析新质生产力与绿色电商的内涵特征，阐述了新质生产力赋能绿色电商的耦合逻辑，在此基础上，从产业绿色升级、市场资源优化、产业生态重塑三个维度，阐释了新质生产力赋能绿色电商的价值优势，并从技术更新、人才供给、数据安全三方面，提出了新质生产力与绿色电商融合发展的实践理路。
The digital technology revolution has given rise to new quality productivity centered on scientific and technological innovation, bringing new opportunities and challenges to economic and social development. Green e-commerce, as an important form of digital economy, is undergoing profound changes under the empowerment of new quality productivity. This paper analyzes the connotation characteristics of the new quality productivity and green e-commerce, and explains the coupling logic of green e-commerce empowered by the new quality productivity. On this basis, it explains the value advantages of new quality productivity empowering green e-commerce from three dimensions: industrial green upgrading, market resource optimization, and industrial ecosystem reshaping. Furthermore, it proposes a practical rationale for the integrated development of new quality productivity and green e-commerce from three aspects: technological renewal, talent supply, and data security.