农产品电商与网链融合发展的创新模式研究
Research on the Innovative Model of the Integrated Development of Agricultural Product E-Commerce and Network Chain

随着经济的发展以及全球化和市场化的发展，农产品电商逐渐发展成为弥合小规模农业生产主体与大规模消费市场间距的重要桥梁，从而进一步对农产品网链结构的转型升级提出了更高要求。本研究将从农产品网链的数字化转型入手，系统分析农产品电商平台对网链各环节的赋能机制，比较不同农产品电商模式下网链优化的差异化路径，并针对冷链物流短板、标准化程度低等痛点问题提出系统性解决方案。通过案例分析与实证研究，本文还将揭示直播电商、社交电商等新兴业态对农产品网链的重构效应，探讨区块链、物联网等前沿技术在提升网链透明度与效率方面的应用前景，最终构建一个多方协同的农产品“网链 + 电商”生态体系，为促进农业现代化和农民增收提供理论支撑与实践指导。
With the development of economy, globalization and marketization, agricultural e-commerce has gradually developed into an important bridge to bridge the gap between small-scale agricultural production entities and large-scale consumer markets, thus further putting forward higher requirements for the transformation and upgrading of agricultural product network structure. This study will start with the digital transformation of the agricultural product network chain, systematically analyze the empowering mechanism of the e-commerce platform to each link of the network chain, compare the differentiated paths of network chain optimization under different e-commerce models, and propose systematic solutions for the painpoints of cold chain logistics shortcomings and low standardization. Through case analysis and empirical research, this paper will also reveal the restructuring effect of emerging formats such as live e-commerce and social e-commerce on the network chain of agricultural products, explore the application prospects of cutting-edge technologies such as blockchain and the Internet of Things in improving the transparency and efficiency of the network chain, and finally build a multi-party collaborative agricultural product “network chain + e-commerce” ecosystem to provide theoretical support and practical guidance for promoting agricultural modernization and increasing farmers’ income.