数字普惠金融政策助力农村家庭农产品电商发展策略分析
Analysis of Digital Inclusive Finance Policies in Supporting the Development Strategies for Rural Household Agricultural E-Commerce

在《国务院关于推进普惠金融高质量发展的实施意见》政策框架下，电商与家庭农产品生产的协同发展获得制度性保障，借助数字经济高速发展的东风，乡村电商产业呈现快速兴起态势。本文结合现有研究，系统分析数字普惠金融赋能农村家庭农产品电商的发展现状与路径。研究发现，“互联网+”场景金融服务已构建助农增收的新型价值链，但面临三重核心困境：一是金融产品供需结构性错配，小额贷款占比过高而风险投资、股权融资匮乏，叠加“放宽普惠金融定向降准考核标准”引发的服务精准化与准入严苛化矛盾；二是基建短板制约显著，偏远区域网络基建滞后，同时我国冷链物流生鲜损耗率高，加剧物流成本压力；三是风险防控机制薄弱，农产品价格波动与信用信息孤岛推高资金链断裂及不良贷款风险。对此提出三维优化路径，通过“产品创新–基建完善–风控强化”协同推进农村电商生态建设，为数字普惠金融深度服务乡村振兴提供实践范式。
Under the policy framework of the State Council’s Implementation Guidelines on Promoting High-Quality Development of Inclusive Finance, the coordinated development between e-commerce and household agricultural production has gained institutional safeguards. Riding the wave of rapid digital economy growth, the rural e-commerce industry has demonstrated accelerated expansion. This study systematically analyzes the current development status and pathways of digital inclusive finance empowering rural household agricultural e-commerce by synthesizing existing research. Findings reveal that “Internet+” scenario-based financial services have established a new value chain for increasing farmers’ income, while facing three core challenges: First, there exists a structural mismatch in financial product supply and demand, characterized by excessive reliance on microloans alongside insufficient venture capital and equity financing. This is further compounded by the contradictory effects of “relaxing assessment standards for targeted reserve requirement reductions in inclusive finance”—while improving service precision, it has simultaneously tightened access requirements. Second, infrastructure deficiencies pose significant constraints. Remote areas suffer from lagging network infrastructure, while China’s high fresh product loss rate in cold-chain logistics exacerbates logistical cost pressures. Third, risk prevention mechanisms remain weak. Volatile agricultural prices and isolated credit information systems elevate risks of capital chain ruptures and non-performing loans. To address these challenges, a three-dimensional optimization pathway is proposed. Through coordinated efforts in “product innovation-infrastructure improvement-risk control enhancement”, this approach aims to advance the development of rural e-commerce ecosystems, thereby providing practical paradigms for digital inclusive finance to deeply serve rural revitalization.