电商赋能下山地农业转型的路径与效应研究——以贵州久安乡从“黑色经济”到“绿色经济”转型为例
Research on the Path and Effects of Mountainous Agricultural Transformation Empowered by E-Commerce—A Case Study of the Transition from “Black Economy” to “Green Economy” in Jiuan Township, Guizhou Province

在贵州山地农业现代化与乡村振兴战略推进背景下，依托生态优势实现产业结构调整是破解山地发展困境的关键路径。本文以贵州久安乡为研究个案，聚焦其从传统煤产业向茶产业转型的生计变迁过程，重点探讨电子商务在转型中的赋能作用。研究发现，久安乡凭借丰富的古茶树资源与悠久茶文化，在煤产业全面关停后开启绿色转型，通过“公司 + 村集体 + 合作社 + 农户”模式构建茶产业基础，而电子商务成为连接“绿色经济”与“金色经济”的核心纽带，有效破解了山地农产品“小众特产”的市场困境。然而，转型过程中仍面临产业基础薄弱、产品形态单一、品牌故事挖掘不足及“茶文旅”融合滞后等问题。为此，本文提出构建“数字茶旅生态共同体”，通过数字化供应链建设、文化IP活化、茶文旅融合等优化策略，实现从“卖产品”到“运营价值”的升级。研究表明，电商赋能不仅推动久安乡茶产业线上销售额稳步增长，带动农户增收与生态改善，更促进了多民族融合与乡村治理升级，形成“生态–产业–电商–文化”的良性循环。久安乡的实践构建了“特色产业 + 电商 + 文化”的山地农业现代化模式，为贵州乃至全国同类山区实现生态保护与经济发展双赢、推进乡村振兴与高质量发展提供了可借鉴的实践范本。
Under the background of promoting the modernization of mountain agriculture and the rural revitalization strategy in Guizhou, relying on ecological advantages to adjust the industrial structure is the key path to break through the development predicament of mountainous areas. This paper takes Jiuan Township in Guizhou as a case study, focusing on the livelihood transformation process from the traditional coal industry to the tea industry, and mainly explores the enabling role of e-commerce in this transformation. The research finds that Jiuan Township, relying on its rich resources of ancient tea trees and long tea culture, has initiated a green transformation after the complete shutdown of the coal industry. It has built the foundation of the tea industry through the “company + village collective + cooperative + farmers” model, and e-commerce has become the core link connecting the “green economy” and the “golden economy”, effectively solving the market predicament of “minority specialties” of mountain agricultural products. However, the transformation process still faces problems such as a weak industrial foundation, a single product form, insufficient exploration of brand stories, and lagging integration of “tea culture and tourism”. Therefore, this paper proposes to build a “digital tea and tourism ecological community”, and through optimization strategies such as digital supply chain construction, cultural IP activation, and integration of tea culture and tourism, achieve an upgrade from “selling products” to “operating value”. The research shows that the empowerment of e-commerce not only promotes the steady growth of online sales of tea in Jiuan Township, increases farmers’ income and