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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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直播","平利村播农村电商-4764","2026-10-13T00:08:33.942402Z",{"id":216,"title":217,"url":218,"summary":219,"summary_zh":8,"content":8,"source_name":220,"source_url":8,"published_at":221,"category":12,"cover_url":8,"hotness":13,"is_selected":47,"score":222,"score_detail":223,"sources":227,"tags":229,"primary_topic":232,"secondary_topics":233,"classification":234,"search_phrases":241,"slug":243,"view_count":21,"doi":8,"paper":8,"created_at":244},4618,"商务部等7部门发布关于实施品质电商五优行动的通知","https:\u002F\u002Fwww.toutiao.com\u002Farticle\u002F7694864762768720420\u002F","商务部、中央网信办、国家发改委、工信部、农业农村部、市场监管总局、邮政局7部门联合印发《关于实施品质电商五优行动的通知》。重点任务包括:加强品质电商主体培育、建立全链路品控体系;深入实施数商兴农和互联网+农产品出村进城工程,增加绿色、有机、名特优新和地理标志农产品供给;纠治自动跟价、全网最低价等无序竞争,围绕618、双11等节点规范网络消费环境。","中新经纬 2026-10-10","2026-10-10T00:00:00Z",94,{"impact":224,"substance":225,"depth":18,"authority":19,"freshness":13,"relevant":21,"comment":226},28,23,"七部门联合发文，含数商兴农、农产品出村进城等实质条款，全国性政策层级高、时效新，值得进入每日精选。",[228],{"name":220,"url":218},[26,90,145,230,231],"农产品出村进城","网络消费环境",{"code":32,"slug":33,"name":34,"path":35,"parent_code":36},[],{"status":39,"locked":14,"version":40,"method":41,"evidence":235},{"candidates":236,"agricultural_evidence":47},[237],{"code":32,"score":174,"supported":47,"title":238,"abstract":239,"tags":240},[],[155],[26,90],[159,242],"农产品出村进城 网络消费环境 农村电商 品质电商","数商兴农农产品出村进城-4618","2026-10-11T00:09:35.998753Z",{"id":246,"title":247,"url":248,"summary":249,"summary_zh":8,"content":8,"source_name":250,"source_url":8,"published_at":251,"category":252,"cover_url":8,"hotness":13,"is_selected":47,"score":253,"score_detail":254,"sources":256,"tags":258,"primary_topic":262,"secondary_topics":263,"classification":269,"search_phrases":289,"slug":292,"view_count":174,"doi":8,"paper":293,"created_at":302},4478,"更好发挥电商在促进农民增收中的作用 农村电商直接带动农民增收的三条路径","https:\u002F\u002Fso.html5.qq.com\u002Fpage\u002Freal\u002Fsearch_news?docid=70000021_8246ac795b854952","农业农村部信息中心郁跃伟、崔阳阳联合撰文指出，2025年农产品网络零售额达7833.1亿元、同比增长9.9%，头部电商平台全年助农直播超400万场、农村网商数达2007.4万家，2026年一季度农村网络零售额同比增长11.0%、农产品网络零售额同比增长14.7%；农村电商直接带动农民增收的三条路径——优化就业结构、促进产业结构调整、数字金融普惠；三条路径相互交织、彼此强化使农民集生产者、销售者、服务者、创业者等角色于一身。","农业农村部信息中心 郁跃伟 崔阳阳 2026-10-08","2026-10-08T00:00:00Z","论文",87,{"impact":172,"substance":82,"depth":18,"authority":17,"freshness":152,"relevant":21,"comment":255},"部委信息中心撰文，含2025年及2026年一季度最新数据与三条增收路径结论，时效性强，值得进入每日精选。",[257],{"name":250,"url":248},[26,88,259,260,261],"农民增收","数字金融","农产品上行",{"code":32,"slug":33,"name":34,"path":35,"parent_code":36},[264],{"code":265,"slug":266,"name":267,"path":268,"parent_code":191},"G6","rural-integration","帮扶与城乡融合","\u002Ftopic\u002Frural-services\u002Frural-integration",{"status":39,"locked":14,"version":40,"method":41,"evidence":270},{"candidates":271,"agricultural_evidence":47},[272,276,280,285],{"code":32,"score":83,"supported":47,"title":273,"abstract":274,"tags":275},[26],[26],[261,26],{"code":265,"score":101,"supported":47,"title":277,"abstract":278,"tags":279},[259],[259],[259],{"code":281,"score":21,"supported":14,"title":282,"abstract":283,"tags":284},"G3",[],[],[260],{"code":112,"score":21,"supported":14,"title":286,"abstract":287,"tags":288},[],[],[88],[290,291],"农业农村部信息中心 农村电商 农民增收","农产品网络零售额 农村网商","农业农村部信息中心农村电商农民增收-4478",{"doi":8,"openalex_id":8,"authors":294,"venue":8,"cited_by_count":125,"oa_url":8,"card":295,"direction":299,"ingested_from":301},[],{"tldr":296,"method":297,"finding":298,"direction":299,"opportunity":300},"分析农村电商直接带动农民增收的三条路径及其交织强化机制。","基于农业农村部信息中心数据，梳理电商助农增收路径。","电商通过优化就业、调整产业、数字金融普惠三条路径协同促进农民增收。","数字乡村与农业信息化","可量化三条路径的交互效应，并研究不同区域与农户类型的增收差异。","agent","2026-10-09T00:05:02.517070Z",{"id":304,"title":305,"url":306,"summary":307,"summary_zh":8,"content":308,"source_name":309,"source_url":8,"published_at":310,"category":12,"cover_url":8,"hotness":13,"is_selected":14,"score":170,"score_detail":311,"sources":315,"tags":317,"primary_topic":320,"secondary_topics":321,"classification":322,"search_phrases":333,"slug":336,"view_count":21,"doi":8,"paper":8,"created_at":337},4377,"山西出台 20 条措施推动电子商务高质量发展","https:\u002F\u002Fsx.sxgov.cn\u002Fcontent\u002F2026-10\u002F05\u002Fcontent_13696188.htm","山西省商务厅等 6 部门印发《推动电子商务高质量发展的若干措施》,围绕市场主体培育、电商赋能产业、AI 大数据应用、跨境电商等领域推出 20 条具体举措,推动商贸服务数字化、农村电商服务乡村振兴,构建「三晋优品」品牌平台并开展「名品出晋」网络品牌培育行动。","近日，山西省商务厅等6部门制定并印发《推动电子商务高质量发展的若干措施》，围绕多个领域推出20条具体举措，推动全省电子商务高质量发展、高水平开放、高效能治理。\n\n在培育市场主体方面，《措施》明确支持传统商贸企业数字化转型，鼓励国内大型电商平台赋能山西电商生态，支持各地培育壮大区域电商产业集群。同时，鼓励电商基地运用新技术改造升级，积极创建国家级电子商务示范基地。\n\n在推动电商赋能产业上，《措施》提出推动电商与玻璃器皿、陶瓷、白酒等制造产业带以及陈醋、药食同源物质、特优杂粮、特色瓜果等农产品产业带嵌入式融合。山西将推进商贸服务数字化、农村电商服务乡村振兴，构建“三晋优品”等品牌宣传平台，开展“名品出晋”网络品牌培育行动。\n\n《措施》还提出建立专业化电商服务体系，引进知名直播电商服务机构，培育本土电商人才团队。建立动态选品机制，发展“短视频种草+直播转化”营销模式。加快人工智能、大数据、虚拟现实、增强现实等技术应用，发展即时零售、兴趣电商、内容电商、社群电商、绿色电商、跨境电商等新模式新业态，推动电商从价格竞争向品质竞争转型。\n\n在对外开放领域，《措施》提出优化太原、大同、运城跨境电商综试区功能定位，发展跨境电子商务，推动丝路电商发展，持续扩大国际交流合作。还将优化金融服务支持，规范电商经营秩序，营造绿色电商发展环境，强化电商人才引育培养。\n\n为保障政策落地，《措施》要求整合政务资源、产业资源、要素资源，强化商务、网信、工信、文旅、农业、市场监管等部门联动协作，完善配套措施，释放政策叠加效应。","山西发布 黄河新闻网 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