[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"item-3265":3,"related-3265":87},{"id":4,"title":5,"url":6,"summary":7,"summary_zh":8,"content":9,"source_name":10,"source_url":6,"published_at":11,"category":12,"cover_url":9,"hotness":13,"is_selected":14,"score":15,"score_detail":16,"sources":24,"tags":26,"primary_topic":32,"secondary_topics":38,"classification":39,"search_phrases":61,"slug":64,"view_count":65,"doi":66,"paper":67,"created_at":86},3265,"Factors associated with farmers’ multidimensional participation in e-commerce","https:\u002F\u002Fdoi.org\u002F10.3389\u002Ffsufs.2026.1936130","Introduction As an important ICT-enabled business model, rural e-commerce has attracted growing attention, yet existing studies predominantly focus on binary adoption while overlooking heterogeneity in farmers’ participation depth, participation breadth, and platform choice. This study examines the multidimensional characteristics of farmers’ e-commerce participation. Methods Using data from 2,508 farm households in the 2020 China Rural Revitalization Survey, this study examines factors associated with four dimensions of e-commerce participation and uses ISM to identify the hierarchy of factors associated with participation decisions. Results (1) E-commerce training is positively associated with participation decision, depth, and breadth and with the probabilities of choosing social and traditional e-commerce. The household head’s education is positively associated with participation decision, depth, and breadth and negatively associated with the probability of remaining offline. In contrast, age is negatively associated with participation decision and depth and with the probabilities of choosing social and traditional e-commerce. (2) Cultivated land area is positively associated with participation decision and depth and with the probabilities of choosing social and traditional e-commerce. Organizational participation is positively associated with participation decision and depth, while average household education is positively associated with participation decision, depth, and breadth. Village e-commerce service stations are positively associated with participation decision and depth and with the probability of choosing social e-commerce. Local non-farm industrial development is positively associated only with participation breadth. (3) Within the ISM hierarchy of factors associated with participation decisions, e-commerce training is identified as a surface direct factor; organizational participation and village e-commerce service stations as shallow indirect factors; cultivated land area and average household education as middle-level indirect factors; and the household head’s age and education as deep-seated root factors. Discussion These findings demonstrate the multidimensional nature of farmers’ e-commerce participation and show that the same factor may have differentiated associations across dimensions. Policies should therefore shift from general encouragement to dimension-specific support through targeted training, organizational services, village e-commerce facilities, resource matching, and locally adapted industrial support.","引言 作为信息通信技术赋能的重要商业模式，农村电商日益受到关注，但现有研究多聚焦于二元采纳，忽视了农户参与深度、参与广度和平台选择方面的异质性。本研究考察农户电商参与的多维特征。方法 利用2020年中国乡村振兴调查中2508户农户的数据，本研究考察电商参与四个维度的相关因素，并运用ISM识别参与决策相关因素的层级结构。结果 （1）电商培训与参与决策、参与深度和参与广度呈正相关，且与选择社交电商和传统电商的概率呈正相关。户主受教育程度与参与决策、参与深度和参与广度呈正相关，与保持线下的概率呈负相关。相反，年龄与参与决策和参与深度呈负相关，且与选择社交电商和传统电商的概率呈负相关。（2）耕地面积与参与决策和参与深度呈正相关，且与选择社交电商和传统电商的概率呈正相关。组织参与与参与决策和参与深度呈正相关，而家庭平均受教育程度与参与决策、参与深度和参与广度呈正相关。村级电商服务站与参与决策和参与深度呈正相关，且与选择社交电商的概率呈正相关。本地非农产业发展仅与参与广度呈正相关。（3）在参与决策相关因素的ISM层级结构中，电商培训被识别为表层直接因素；组织参与和村级电商服务站为浅层间接因素；耕地面积和家庭平均受教育程度为中层间接因素；户主年龄和受教育程度为深层根源因素。讨论 这些发现表明农户电商参与的多维性质，并显示同一因素在不同维度上可能具有差异化关联。因此，政策应从普遍鼓励转向通过针对性培训、组织服务、村级",null,"Frontiers in Sustainable Food Systems","2026-09-22T00:00:00Z","论文",10,false,78,{"impact":17,"substance":18,"depth":19,"authority":20,"freshness":21,"relevant":22,"comment":23},16,22,18,13,9,1,"基于2508户全国调查数据，揭示农户电商参与的多维异质性及ISM因素层级，对数字乡村政策有实证参考价值。",[25],{"name":10,"url":6},[27,28,29,30,31],"农村电商","数字乡村","乡村振兴","电商培训","农户参与",{"code":33,"slug":34,"name":35,"path":36,"parent_code":37},"E5","branding-commerce","品牌流通与电商","\u002Ftopic\u002Ffood-supply\u002Fbranding-commerce","E",[],{"status":40,"locked":14,"version":41,"method":42,"evidence":43},"classified","2026-10-22.2","rules",{"candidates":44,"agricultural_evidence":47},[45,51,56],{"code":33,"score":46,"supported":47,"title":48,"abstract":49,"tags":50},4,true,[],[27],[27],{"code":52,"score":46,"supported":47,"title":53,"abstract":54,"tags":55},"G",[],[29],[29],{"code":57,"score":22,"supported":14,"title":58,"abstract":59,"tags":60},"I6",[],[],[28],[62,63],"中国乡村振兴调查 农村电商","农户 电商参与 多维","中国乡村振兴调查农村电商-3265",3,"10.3389\u002Ffsufs.2026.1936130",{"doi":66,"openalex_id":68,"authors":69,"venue":10,"cited_by_count":78,"oa_url":6,"card":79,"direction":83,"ingested_from":85},"W7214016500",[70,72,74,76],{"name":71,"orcid":9},"Mingyang Yin",{"name":73,"orcid":9},"Zhengyin Li",{"name":75,"orcid":9},"Juan Xie",{"name":77,"orcid":9},"Yan Yan",0,{"tldr":80,"method":81,"finding":82,"direction":83,"opportunity":84},"基于2508户调查数据，分析农户电商参与决策、深度、广度和平台选择的多维影响因素。","2020中国乡村振兴调查数据，ISM解释结构模型分析影响因素层级。","电商培训、教育、耕地面积等对参与各维度影响不同，年龄和教育是深层根源因素。","数字乡村与农业信息化","可探究不同参与维度对农户收入与福利的差异化影响，以及平台选择的行为机制。","openalex","2026-09-23T23:30:07.352722Z",{"total":88,"page":22,"page_size":88,"items":89},6,[90,144,195,252,299,363],{"id":91,"title":92,"url":93,"summary":94,"summary_zh":9,"content":95,"source_name":96,"source_url":9,"published_at":97,"category":98,"cover_url":9,"hotness":13,"is_selected":47,"score":99,"score_detail":100,"sources":103,"tags":105,"primary_topic":109,"secondary_topics":110,"classification":111,"search_phrases":139,"slug":142,"view_count":78,"doi":9,"paper":9,"created_at":143},5254,"国务院《加快农业农村现代化\"十五五\"规划》:实施农村电商高质量发展工程","https:\u002F\u002Fwww.huarong.gov.cn\u002F33159\u002F37006\u002F37008\u002F37045\u002F37323\u002Fcontent_2414974.html","国务院印发加快农业农村现代化\"十五五\"规划,深挖农业农村数字生产力,引导各类主体加快农业数智化升级,实施农村电商高质量发展工程,加快农村电商迭代升级,规范发展农产品直播带货,开展\"数商兴农\",健全农产品加工技术研发体系,大力发展农产品精深加工、综合利用。","ʮͳŻ򲼾֡˳Ӧ˿ṹ仯ʹׯݱֻƣ滮ʵЧʵϸׯ࣬ȷصǿռƺͷòܿء֧ѡλڡҵĴƬƬΪԪƽ滮桢ʩˡŻģͲֽṹЭͬƽռȲչȫۺΡ\n\nʮģǿũʩ͹ܻʵʩṵִ̃幤̡ռ䡣չһũ幫·жƽũ幫·˸չƽ繩ˮһ廯йˮģС͹ˮ̹淶裬ƽũ幩ˮͳܡԪִũԴϵƽũũʩǷΧ֧ũĵʩƶͻںϷչƶִ˾ũ裬½͸Ӧѳ̻ũûʩʵʩչжֻ绯ܻˮƽ彨ʵʩƣʵ彨嵥ĿƶȣȫũʩܻЧơǿʩ衣","华容县人民政府(2026-10-14)","2026-10-14T00:00:00Z","政策",86,{"impact":101,"substance":18,"depth":19,"authority":20,"freshness":88,"relevant":22,"comment":102},27,"国务院层面“十五五”农业农村现代化规划明确实施农村电商高质量发展工程，政策层级高、条款具体，值得进入每日精选。",[104],{"name":96,"url":93},[27,28,106,107,108],"十五五规划","农业农村现代化","数商兴农",{"code":33,"slug":34,"name":35,"path":36,"parent_code":37},[],{"status":40,"locked":14,"version":41,"method":42,"evidence":112},{"candidates":113,"agricultural_evidence":47},[114,118,124,130,134],{"code":33,"score":20,"supported":47,"title":115,"abstract":116,"tags":117},[27],[27],[27,108],{"code":119,"score":120,"supported":47,"title":121,"abstract":122,"tags":123},"J2",12,[107],[107],[107],{"code":125,"score":65,"supported":47,"title":126,"abstract":127,"tags":129},"E1",[],[128],"农产品加工",[],{"code":57,"score":22,"supported":14,"title":131,"abstract":132,"tags":133},[],[],[28],{"code":135,"score":22,"supported":14,"title":136,"abstract":137,"tags":138},"J1",[],[],[106],[140,141],"国务院 十五五规划 农村电商","农村电商 高质量发展工程","国务院十五五规划农村电商-5254","2026-10-19T00:07:31.421518Z",{"id":145,"title":146,"url":147,"summary":148,"summary_zh":9,"content":149,"source_name":150,"source_url":9,"published_at":151,"category":152,"cover_url":9,"hotness":13,"is_selected":14,"score":153,"score_detail":154,"sources":158,"tags":160,"primary_topic":163,"secondary_topics":164,"classification":165,"search_phrases":190,"slug":193,"view_count":22,"doi":9,"paper":9,"created_at":194},4764,"农村电商成推动乡村振兴重要引擎","https:\u002F\u002Fwww.toutiao.com\u002Farticle\u002F7694491261629268520","围绕《加快农业农村现代化十五五规划》和2026年中央一号文件部署,分析农村电商高质量发展路径。文章以陕西平利村播等案例展示订单农业加标准赋能加品牌升级模式,论证手机成为新农具、直播成为新农活、数据成为新农资的转型逻辑,指出农村电商正推动县域消费从边缘地带走向战略前沿。","**当前，我国乡村消费品零售额占社会消费品零售总额的比重稳步提升，县域地区正从消费版图的“边缘地带”加速走向“战略前沿”，县域消费逐渐成为我国驱动内需增长的重要引擎。《加快农业农村现代化“十五五”规划》指出，实施农村电商高质量发展工程，加快农村电商迭代升级，规范发展农产品直播带货，开展“数商兴农”。2026年中央一号文件明确提出“推动电商平台下沉赋能”，乡村电商正推动乡村经济从“外部输血”向“内生造血”深度转型，成为激活乡村资源、培育本土主体、提高乡村经济发展韧性的关键支撑。**\n\n## 重塑农业生产方式\n\n农村电商根基在产业，关键在链条，绝不仅仅是给农产品挪了一个“网上摊位”。传统农业长期面临“种什么、怎么种、种多少”三大难题，丰产不丰收的现象屡见不鲜。随着农村电商快速发展，“产地直采”“定制生产”等新模式正在快速兴起，不少地方农产品依托网上订单，采用“订单农业+标准赋能+品牌升级”模式，通过定制种植标准、输出技术指导、共建特色品牌，推动农产品从“按经验种”转向“按订单种”。数字技术深度嵌入农业生产链条，农业生产方式从传统经验判断转向数据驱动，从粗放管理转向精细管控，从碎片化经营转向集约化生产，消除了农民群众“卖货难”的后顾之忧，让小农户融入了大产业，对接上大市场。\n\n手机由此成了新农具，直播成了新农活，数据成了新农资。在陕西省安康市平利县，主播手拿一块八仙“块块糖”在直播间对着镜头：“咬上一口，酥脆香甜，天星米、核桃和苏麻的香味在嘴里慢慢化开，越嚼越香。过年过节、走亲访友，都是绝佳的伴手礼……”主播介绍，产品以前只靠线下批发零售，销路窄，山货走不出去。现在通过直播，产品远销上海、广东等地，上个月线上销售额突破了3万元。这一改变，离不开“平利村播”搭建的平台。近年来，该县摸排电商人才需求，建立动态人才台账，通过分层分级渐进式培养，构建起“基础培训+进阶提升+精英精进”的人才培养体系。优质的村播培育平台，既助力本土涉农企业转型升级，也为普通村民开辟了增收新路。\n\n专家表示，电商助农的主角永远是土地和农民。从最初回应网友的购买需求开启直播，到如今发展乡村订单农业，新农人们的发展之路见证了“主播+合作社+农户”模式的成功。围绕乡村特色产业，以乡村合作社为载体，整合资源、规范生产，将更加有力地推动特色农产品从“有品相”转向“有品牌”，变“零散卖”为“规模销”，从而带动乡亲们在家门口就业，实现兴一业、富一方。\n\n## 促进农民稳定增收\n\n农村电商发展拓宽了农产品销售渠道，激活了农民主体性，成为农民增收致富的有效抓手。长期以来，不少农产品面临“藏在深山无人识”的困境，销售渠道单一。如今，鲜为人知的土特产，通过网络走出大山；农民自己当主播，带火“网红”农货。越来越多农民“扛得了锄头、玩得了直播”。每件农产品都打上标签、可追溯源头，原汁原味的特产、满满诚意的乡情引得消费者纷纷下单。农村电商发展，既让农民“离土不离乡”，实现就近就业，更是把更多收益留在乡村、留给农民。从“卖得掉”到“卖得好”，从“按筐卖”到“按个卖”，从“卖原料”到“卖品牌”，好产品卖出了好价钱，实打实装进了农民口袋。而且，不少“村播”带火了乡村旅游，把绿水青山转化为金山银山，开辟了农民增收新空间。\n\n今夏，台风“巴威”逼近福建福清，果农刘云明4000斤葡萄集中成熟，若不及时抢收与销售恐遭风毁。接到求助后，当地多单位联合行动，次日农技人员入园抢收，融媒开启助农直播，社群团购、干部代销、经销商包销多方发力，短短几小时就搭建起应急销售网络。不到一天，原本可能烂在果园里的4000斤葡萄全部售罄。这类真实发生的案例，印证着网络助农实实在在的价值。\n\n专家指出，“新农人”群体虽具有较强的数字应用意愿，但其数字素养不足、应用层次较浅，也造成了其利用数字技术发展乡村产业“心有余而力不足”的局面。要解决这一困境，必须提升“新农人”的数字应用素养，使其能够依靠数字技术获得实实在在的增收。基层党组织和政府要着力构建分层分级的精准化培训体系。针对不同的“新农人”群体，开展农业全产业链技术技能培训，把智慧农业、农产品网络销售、手机应用技能等内容纳入培训课程体系。\n\n## 畅通城乡双向流动\n\n农村电商发展，正以数字化、平台化的独特优势，成为畅通城乡要素双向流动、激活乡村振兴内生活力的关键纽带。以往，商品流通主要是从城市流向农村，农产品走出大山并不容易。现在农村现代物流配送体系不断完善、电商平台加速下沉、城乡交通网络不断织密，农产品实现“产地直发”，通过全程冷链、预先设置揽收点等方式，有效缩短在途时间、减少损耗保鲜问题。从人才流动看，农村电商催生了下乡电商人才、乡村主播、数字农业技术员等“新农人”群体，把手机作为“新农具”，把直播变成“新农活”，把土地种上“云端”。\n\n近年来，农村电商快速发展，我国基本建立起县、乡、村三级电子商务服务体系和物流配送体系，在拓宽农产品销路、促进农村消费中发挥的作用愈发凸显。相关数据显示，2025年，农村网络零售额、农产品网络零售额分别为3万亿元、7833.1亿元。物流网络日趋完善，农村物流“最后一公里”持续打通，2025年，全国县级物流配送中心覆盖率达100%。电商已不再只是销售通道，而是深度嵌入乡村振兴、产业升级，成为推动就业增收的重要引擎，让越来越多的基层群众搭上了“数字快车”。\n\n直播间架在乡村地头，网线连通广阔市场。刚刚过去的9月，浙江嘉兴举办了“数商兴农·嘉品共富”2026嘉兴数字乡村消费季活动。据不完全统计，活动期间该市开展直播超4300场，实现销售额超1.78亿元。从田间地头到“云端货架”，数字经济正加速重构当地乡村消费场景。消费季期间，嘉兴鼓励特色农产品通过主流电商、即时配送和社区团购平台开展线上销售，让乡村好物从自产自销加快走向“线上直销”。其中，海盐县举办葡萄直播专场，主推国家地理标志产品，销售葡萄2014公斤，实现销售额11万元；海宁市组织15家农村电商企业参与活动，聚焦花卉园艺、本土特色农产品开展直播，累计直播超600场，线上销售额突破2000万元；嘉兴经开区组织6家商家开展助农直播20场，发放消费优惠券600万元，直接带动销售额2000万元。\n\n专家指出，不再单纯追求卖得多，而是向卖得稳、卖得好转变，正是电商助农努力突破的方向。通过地标认证、品质严选，把正宗产地、产品标准摆在明面上，补齐农产品的信任短板。与此同时，产地供应链、仓储冷链、分级分选这些看不见的硬功夫，也要同步跟上。直播间只是对外展示的窗口，真正的底气藏在田间分选、包装发货的每一个环节。手机可以成为新农具，但不能替代田间劳作、车间生产；直播可以拓宽销路，但走红市场的关键还在于品质。","中国食品报 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农业数字化转型","清远寻乡记智慧农业-4161",{"doi":9,"openalex_id":9,"authors":292,"venue":9,"cited_by_count":78,"oa_url":9,"card":293,"direction":83,"ingested_from":250},[],{"tldr":294,"method":295,"finding":296,"direction":83,"opportunity":297},"以寻乡记为例，研究本地平台商业模式创新如何通过制度逻辑转换推动农业数字化转型。","基于商业模式创新与制度逻辑理论，对清远寻乡记开展单案例研究。","数字平台商业模式创新是多重制度逻辑下混合策略的结果，集体行动推动农业场域逻辑多样化转换。","可量化检验本地平台商业模式创新与制度逻辑转换对农户采纳及农业数字化绩效的影响机制。","2026-10-04T00:09:10.420115Z",{"id":300,"title":301,"url":302,"summary":303,"summary_zh":9,"content":9,"source_name":304,"source_url":9,"published_at":305,"category":12,"cover_url":9,"hotness":13,"is_selected":14,"score":306,"score_detail":307,"sources":311,"tags":313,"primary_topic":317,"secondary_topics":318,"classification":319,"search_phrases":350,"slug":353,"view_count":88,"doi":9,"paper":354,"created_at":362},3959,"农村电商发展的\"绿水青山\"效应：来自县域的证据","http:\u002F\u002Fwww.qikanzj.com\u002Fhek\u002Fhznydxxbshkxb\u002Fmulu\u002F559252.html","陈苏（江西财经大学）、崔凯玲（厦门大学）、潘丹（江西财经大学）使用2000-2019年1884个中国县域面板数据，将电子商务进农村综合示范政策视作政府支持农村电商发展的一项准自然实验，基于卫星反演技术获取农业生态环境质量数据，采用多期双重差分模型评估农村电商发展对农业生态环境质量的影响效应。结果表明：农村电商发展显著提高农业生态环境质量，具有明显的\"绿水青山\"效应，且这一效应在长期内可持续；机制分析发现农村电商通过推动农业绿色生产、提高农村信息化程度提高农业生态环境质量。","华中农业大学学报（社科版）·2026年","2026-09-15T00:00:00Z",81,{"impact":18,"substance":308,"depth":309,"authority":204,"freshness":65,"relevant":22,"comment":310},23,19,"基于1884个县域面板与卫星反演数据的多期DID研究，实证农村电商的农业生态环境改善效应，方法扎实、结论有政策价值，但时效性偏弱。",[312],{"name":304,"url":302},[27,28,314,315,316],"县域经济","农业绿色发展","农业生态环境",{"code":33,"slug":34,"name":35,"path":36,"parent_code":37},[],{"status":40,"locked":14,"version":41,"method":42,"evidence":320},{"candidates":321,"agricultural_evidence":47},[322,326,332,336,341,346],{"code":33,"score":120,"supported":47,"title":323,"abstract":324,"tags":325},[27],[27],[27],{"code":327,"score":65,"supported":47,"title":328,"abstract":329,"tags":331},"H6",[],[330],"农业生态",[],{"code":182,"score":22,"supported":14,"title":333,"abstract":334,"tags":335},[],[],[314],{"code":337,"score":22,"supported":14,"title":338,"abstract":339,"tags":340},"H4",[],[],[315],{"code":342,"score":22,"supported":14,"title":343,"abstract":344,"tags":345},"H8",[],[],[315],{"code":57,"score":22,"supported":14,"title":347,"abstract":348,"tags":349},[],[],[28],[351,352],"农村电商 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县域经济","农村电商农业生态环境-3959",{"doi":9,"openalex_id":9,"authors":355,"venue":9,"cited_by_count":78,"oa_url":9,"card":356,"direction":360,"ingested_from":250},[],{"tldr":357,"method":358,"finding":359,"direction":360,"opportunity":361},"基于1884个县域面板数据，评估农村电商发展对农业生态环境质量的影响。","多期双重差分模型，卫星反演农业生态环境数据，电子商务进农村示范政策。","农村电商显著且持续提升农业生态环境质量，通过绿色生产和信息化实现。","农业绿色发展与碳","可探究农村电商对农业碳排放、生物多样性等具体生态指标的异质性影响及空间溢出效应。","2026-10-02T11:53:16.323798Z",{"id":364,"title":365,"url":366,"summary":367,"summary_zh":9,"content":368,"source_name":369,"source_url":9,"published_at":370,"category":98,"cover_url":9,"hotness":13,"is_selected":14,"score":306,"score_detail":371,"sources":374,"tags":376,"primary_topic":379,"secondary_topics":380,"classification":381,"search_phrases":392,"slug":395,"view_count":46,"doi":9,"paper":9,"created_at":396},3929,"重庆印发《电子商务腾飞计划（2026—2028年）》：\"数商兴农\"农村电商提质行动","https:\u002F\u002Fsww.cq.gov.cn\u002Fzwgk_247\u002Fzfxxgkmlrk\u002Fzcjd_1\u002Fwz_343305\u002Fbdmzcjd\u002F202609\u002Ft20260930_16151532.html","重庆设定目标农村网络零售额年均增幅不低于10%。重点工作包括：推动农村电商高质量发展，推进农产品出村进城，推评农村电商高质量典型案例；加快农村现代物流配送体系建设，推动县级、乡镇物流网点标准化数字化升级，实现村级物流网络全覆盖，探索无人配送、无人机末端配送等智慧物流应用；\"万店云集\"电商主体培育行动提出到2028年累计建成代表性电商园区50个以上，推动即时零售融入15分钟商业服务圈。","**一、起草背景及过程**\n\n为深入贯彻党中央、国务院关于发展数字经济、促进数字消费的战略部署，全面落实商务部等8部门《关于大力发展数字消费共创数字时代美好生活的指导意见》、商务部等6部门《关于更好服务实体经济推进电子商务高质量发展的指导意见》文件精神，以商务高质量发展“6655”行动为总牵引，立足重庆电商发展基础，市商务委组织编制《重庆电子商务腾飞计划（2026‑2028年）》（渝商务发〔2026〕35号，以下简称《腾飞计划》）。编制过程统筹考虑产业带建设、新业态培育、数商兴农、跨境电商、人才生态建设等重点任务，明确未来三年全市电子商务发展目标、七大专项行动以及保障举措，文件于2026年8月24日正式印发，指导全市电商向更高质量、更有效率、更可持续方向发展。\n\n**二、政策主要内容**\n\n《腾飞计划》明确2026—2028年全市电子商务发展五大类量化目标，部署七大专项行动共21项重点任务，配套三项保障措施，构建“目标—任务—保障”完整工作闭环。\n\n一是实施“万店云集”电商主体培育行动，包含强化项目招引落地、培育本土电商主体、打造融合创新载体、提升品质运营与国际化水平4项任务，重点推进平台项目招引、本土企业梯度培育、“渝系列”直播电商园区建设，推动即时零售融入15分钟商业服务圈，培育未来市场新场景。\n\n二是实施“渝品云集”电商产业提升行动，包含打造特色网货产业带、加强电商品牌建设、提升流通集约效能3项任务，分类赋能渝东北、渝东南、主城都市区特色产业带，擦亮“渝品云集”公共品牌，推广统仓共配模式，降低物流综合成本。\n\n三是实施“全域焕新”数字消费拓展行动，包含扩展全域新业态、打造全维新场景、深度融合新技术3项任务，大力发展直播电商、即时零售、短剧电商等新业态，创新“直播+即时零售”等融合模式，推动AI、VR\u002FAR技术在电商领域落地应用。\n\n四是实施“IP聚势”电商活动创新行动，包含IP活动聚势、多元渠道聚能、协同融合聚力3项任务，做强“渝品云集”618电商嘉年华、万物直播季等市级IP，深化平台、MCN机构合作，推进跨省市电商协同，创新“电商+文旅+赛事”融合消费场景。\n\n五是实施“数商兴农”农村电商提质行动，包含推动农村电商高质量发展、加快农村现代物流配送体系建设2项任务，力争农村网络零售额年均增幅不低于10%，推评农村电商典型案例与带头人，健全县乡村三级物流配送体系，实现村级物流网络能力全覆盖。\n\n六是实施跨境电商开放提升行动，包含提升跨境电商综试区能级、创建“丝路电商”合作先行区2项任务，深化“跨境电商+产业带”，用好中欧班列、公共海外仓资源，探索对接高标准国际经贸规则，推动渝货优进优出。\n\n七是实施“数智赋能”电商生态优化行动，包含强化数智技术赋能、建设电商人才高地、完善电商服务体系、协同推进规范与自律4项任务，迭代电商产业大脑、公共服务平台，构建“市区培训+校企共育+企业实战”三级人才培养体系，完善金融、法律等配套服务，压实平台主体责任，促进行业诚信合规发展。\n\n保障措施方面，从深化党建领航宣传赋能、健全协同推进机制、强化数据标准建设三个维度，明确党建品牌建设、市区联动会商、行业标准制定、统计监测、数据共享等工作要求。实施期间如遇国家、市级政策调整，按照最新政策执行。\n\n**三、政策中涉及的关键词、专业名词解释**\n\n（一）“万店云集”电商主体培育行动：全市电商主体专项培育行动，围绕招引外部重点平台、壮大本土电商企业、培育网络店铺、建设电商载体，推动大中小电商主体协同发展，扩大电商市场主体规模。\n\n（二）“渝品云集”：重庆市级电商公共品牌，构建“品牌打造、资源对接、矩阵营销”三位一体赋能体系，通过选品对接、直播大促、跨区域联动，推动重庆各类特色产品线上拓展全国市场。\n\n（三）亿元级网货产业带：基于地方特色产业，线上年销售额达到1亿元以上的产业集群，涵盖农特产品、轻工制造、五金家居等，是“产业带+电商”融合发展的核心载体。\n\n（四）未来市场：数字技术赋能的新型商贸市场场景，融合线上线下交易、智慧管理、供应链协同等要素，涵盖智慧商圈、智慧农贸、数字化商超等多种市场形态。\n\n（五）“丝路电商”合作先行区：依托“一带一路”、RCEP合作框架，围绕跨境电商制度创新、载体建设、产业促进打造的开放合作平台，用好国家馆、丝路云品等合作载体，实现商品优进优出。\n\n（六）山城推荐官：重庆达人矩阵品牌，构建“头部引领、腰部支撑、新人跟进”达人梯队，发挥达人力量助力渝品线上营销推广。\n\n（七）统仓共配：集约化物流运营模式，整合多个商家仓储、配送需求，实现统一仓储、共同配送，降低网货产业带或电商园区整体物流成本。\n\n**四、核心条款及解读**\n\n标题：到2028年电子商务主要发展目标\n\n问：《腾飞计划》设置了哪些可量化的核心发展指标？\n\n答：一是规模能级，力争全市网络零售额年均增长8%左右，占社会消费品零售总额比重提升至20%，实物网络零售额占社零比重提升至15%。二是市场主体，落地10个以上重点电商平台项目，新引进重点电商企业30家以上，新增网络店铺超3.6万家，新增带动就业不少于9万人。三是产业集群，打造50个电商产业载体，培育50个以上亿元级网货产业带。四是开放合作，培育30家以上跨境电商进出口亿级企业，赋能10个以上产业带，跨境电商经营主体累计突破2万家。五是公共服务，培育1—2个全国影响力电商品牌活动，打造1—2个全产业链电商公共服务平台。\n\n标题：“万店云集”电商主体培育行动重点任务\n\n问：在电商市场主体培育方面有哪些重点方向？\n\n答：一方面对外抓招引，紧盯电商平台、数智供应链企业，招引功能性总部、区域总部，推动已落地项目投产，发挥以商招商效应。另一方面对内抓培育，培育本土亿元级电商企业，推动传统商超、专业市场数字化转型，推进“个转企”“小升规”“限下转限上”。积极打造融合创新载体，提质建设“渝系列”直播电商园区，到2028年累计建成代表性电商园区50个以上，推动即时零售融入15分钟商业服务圈，培育未来市场新场景。\n\n标题：“数商兴农”农村电商提质行动重点任务\n\n问：农村电商板块设定什么发展目标，重点抓哪些工作？\n\n答：目标为农村网络零售额年均增幅不低于10%。重点工作：一是推动农村电商高质量发展，推进农产品出村进城，推评农村电商高质量典型案例、农村电商带头人，培育县域数字消费龙头企业。二是加快农村现代物流配送体系建设，完善县乡村三级物流配送体系，推动县级、乡镇物流网点标准化数字化升级，实现村级物流网络全覆盖，探索无人配送、无人机末端配送等智慧物流应用。\n\n标题：跨境电商开放提升行动重点任务\n\n问：跨境电商如何赋能重庆优势产业，拓展国际市场？\n\n答：围绕汽摩配件、五金工具、通用机械等优势产业，推进“跨境电商+产业带”深度融合；发展“市场采购+跨境电商”“中欧班列+跨境电商”模式；支持在RCEP、“一带一路”重点市场布局公共海外仓；积极创建“丝路电商”合作先行区，创新“国家馆+直播”模式，培育“一国一爆品”，推动重庆商品优进优出。\n\n标题：“数智赋能”电商生态优化行动重点任务\n\n问：在电商人才、平台服务、行业监管方面有什么部署？\n\n答：平台服务着中推动重庆电商行业产业大脑、电子商务公共服务平台两大行业公共服务数字化平台迭代建设，持续完善主体库、选品库、主播库，推广AI数字人、AI运营分析应用。人才上构建“市区培训+校企共育+企业实战”三级培养体系，办好星未来训练营，打造“山城推荐官”达人矩阵。服务上实施电商灯塔计划，引导金融机构推出电商专属信贷产品。监管上压实平台主体责任，规范网络餐饮，强化消费者权益保护，加强安全生产，引导行业诚信自律。\n\n标题：计划落地的保障机制是什么？\n\n问：各级商务主管部门如何抓好《腾飞计划》落地实施？\n\n答：一是强化党建宣传，充分发挥党建统领凝心聚力的作用，擦亮“e路同行·数智先锋”党建品牌，宣传推广电商典型案例。二是健全协同推进机制，各区县联动部门、协会、企业建立常态化会商研判机制，结合本地产业禀赋细化落实举措，统筹财政和社会资本投入。三是强化数据标准建设，参与电商行业标准制定，完善电商统计监测评价体系，依托数字重庆强化部门数据共享，释放数据要素价值。实施期间，国家、市级政策如有调整，按最新政策执行。\n\n**原文链接：**\n\n重庆市商务委员会 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