浙江省农村电商发展现状、模式和策略研究
浙江省农村电商发展现状、模式和策略研究
摘要
随着信息技术的发展和互联网科技的应用，电子商务逐渐成为拉
动农村经济发展的重要手段，农村市场作为我国发展基础最大、发展
潜力最大的市场，在我国扩大内需的主要战场上发挥着重要的作用。
中央一号文件自 2014年来明确提出要切实发展农村电商，全国各地
积极响应中央政策，深入开展农村电商的推进和发展工作。浙江省作
为中国的经济大省之一，浙江农村成为拉动浙江省经济增长的巨大潜
力区域，是释放经济压力和活力的主战场。在政府相关政策的引领下，
浙江农村电商取得显著的成绩，但是优质产品及服务的上行障碍和问
题依旧凸显。
本文在对农村电商概念进行科学界定的前提下，梳理国内外学者
对农村电商领域相关研究成果的基础上，结合竞争优势理论、交易费
用理论和利基营销理论，综合运用相关统计数据和文献研究、比较分
析、案例研究等多种方法，选择浙江省二十二个电子商务进农村综合
示范县作为研究对象，研究目前浙江地区农村电商的发展现状，并对
综合示范县进行模式分析和归类，选取典型案例进行探析，分析目前
发展模式中的做法经验和取得的成效，最后提出浙江省农村电商发展
优化的策略方法。研究结果表明，目前浙江省农村电商发展速度不断
提升、发展规模不断扩大、基础设施不断完善、物流体系逐步完善，

浙江省农村电商发展现状、模式和策略研究
逐渐形成多元化发展的现状和格局，不过依旧存在各地区发展不
均衡、市场主体同质化严重、农村电商专业人才短缺、农村物流体系
不健全等问题，特别是在国内外双循环、数字乡村建设、乡村振兴发
展、共同富裕等趋势下，农村电商应重点发展。浙江省二十二个综合
示范县形成自身独特的发展示范模式，总体分为五种，通过分析五种
模式的运作方式、优劣势及经验成效并结合典型案例研究，提出综合
示范县的发展示范模式有其地域特点，其核心模块均具有较强的复制
性和借鉴性。最后，从发挥政府部门职能作用、加强区域市场主体培
育、加强专业人才引进和培育、优化物流运输网络等方面出发提出对
未来浙江农村电商发展的对策和建议。
关键词：农村电商，发展模式，农村发展

浙江省农村电商发展现状、模式和策略研究
RESEARCH ON THE DEVELOPMENT MODE AND
STRATEGY OF RURAL E-COMMERCE IN ZHEJIANG PROVINCE
ABSTRACT
With the development of information technology and the application of
Internet technology, e-commerce has gradually become an important means of
of stimulating the development of rural economy. As the market with the largest
development foundation and greatest development potential in China, the rural
market plays an important role in the main battlefield of expanding domestic
demand in China. The No.1 Central Document has clearly stated since 2014
that rural e-commerce should be effectively developed. All parts of the country
have actively responded to the central policy and carried out in-depth
promotion and development of rural e-commerce.As one of the major
economic provinces in China, Zhejiang’s rural areas have become a huge
potential area for driving Zhejiang’s economic growth and the main battlefield
for releasing economic pressure and vitality. Under the guidance of relevant
government policies, Zhejiang rural e-commerce has achieved remarkable
results, but the upward obstacles and problems of high-quality products and
services are still prominent.
Based on the scientific definition of the concept of rural e-commerce, this
article combs the research results of domestic and foreign scholars in the field
of rural e-commerce,combines the theory of competitive advantage,transaction
cost theory and niche marketing theory, comprehensively uses relevant
statistical data and Various methods such as literature research, comparative
analysis, case studies, etc., selected 22 comprehensive demonstration
counties of e-commerce in Zhejiang Province as the research objects, studied
the current development status of rural e-commerce in Zhejiang, and
。。。以下略