县域政府推动农村电商发展的角色重构与政策协同
The Role Restructuring and Policy Synergy of County-Level Governments in Promoting Rural E-Commerce Development

在数字经济与乡村振兴战略深度融合的背景下，县域电子商务已成为驱动县域经济转型升级的核心动力。然而，当前发展面临三重结构性矛盾：政策体系悬浮化、治理逻辑碎片化、产业生态脆弱化。为此，本研究融合“政府–市场–社会”协同理论、赋权理论及数字化转型理论，构建“战略引导者–生态服务者–智慧监管者”三维角色分析框架，系统解构县域政府的职能转型路径。研究表明，县域电商发展的核心困境源于传统治理模式与数字经济需求间的深层错配，具体表现为政策协同不足、人才引育断层、物流效能低下及产业链割裂四大症结。对此，本文提出“数字基建锚定 + 治理工具创新 + 多元主体耦合”的协同治理方案，为破解县域电商治理碎片化问题提供系统性对策。
Against the backdrop of deep integration of the digital economy and the strategy of rural revitalization, county e-commerce has become the core force for the transformation and upgrading of county economy. However, the current development is facing three structural contradictions: the suspension of the policy system, the fragmentation of the logic, and the vulnerability of the industrial ecology. To this end, this study integrates the theory of “government-market-society” coordination, the theory of, and the theory of digital transformation, and constructs a three-dimensional role analysis framework of “strategic guide-ecosystem server-smart regulator” to deconstruct the path of functional transformation of county governments. The results of this study show that the core dilemma of county e-commerce development stems from the deep mismatch between governance models and the needs of the digital economy, which is specifically manifested in four major syndromes: insufficient policy coordination, talent introduction and training hiatus, low efficiency, and industrial chain disconnection. In response to this, this paper proposes a collaborative governance scheme of “digital infrastructure anchoring governance tool innovation multi-coupling”, providing systematic strategies for solving the problem of fragmented governance of county e-commerce.