[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"item-691":3,"related-691":55},{"id":4,"title":5,"url":6,"summary":7,"summary_zh":8,"content":8,"source_name":9,"source_url":8,"published_at":10,"category":11,"cover_url":8,"hotness":12,"is_selected":13,"score":14,"score_detail":15,"sources":21,"tags":23,"primary_topic":28,"secondary_topics":34,"classification":35,"search_phrases":49,"slug":52,"view_count":53,"doi":8,"paper":8,"created_at":54},691,"虚拟直播间里练出真本事——2026年海南省热带特色农产品电商高素质农民培训班结业(农民日报2026-08-17)","https:\u002F\u002Fwww.farmer.com.cn\u002F2026\u002F08\u002F17\u002F991026175.html","农民日报8月17日报道:2026年海南省热带特色农产品电商高素质农民培训班和青年农民农产品电商高素质农民培训班8月16日在海口结业,经过7天集中培训100名学员带着品牌方案、短视频作品和直播实战经验满载而归。本次培训针对农村电商人才短缺、农产品上行渠道不畅等问题,创新推出VR虚拟实训+实景实操演练+数字直播体验三维融合沉浸式教学,构建每日实操练习+阶段复盘总结+结业成果汇演+综合考核评价+长效跟踪服务的培育闭环。培训由海南省农业农村厅主办、中国热科院承办、中国热科院信息所协办。",null,"农民日报记者 邓卫哲 李晓娜 2026-08-17","2026-08-17T00:00:00Z","报道",10,false,63,{"impact":16,"substance":16,"depth":17,"authority":17,"freshness":18,"relevant":19,"comment":20},15,12,9,1,"省级农业电商培训报道，内容具体，但属常规培训动态，影响范围有限。",[22],{"name":9,"url":6},[24,25,26,27],"农民日报","海南","电商培训","VR虚拟直播",{"code":29,"slug":30,"name":31,"path":32,"parent_code":33},"E5","branding-commerce","品牌流通与电商","\u002Ftopic\u002Ffood-supply\u002Fbranding-commerce","E",[],{"status":36,"locked":13,"version":37,"method":38,"evidence":39},"classified","2026-10-22.2","rules",{"candidates":40,"agricultural_evidence":43},[41],{"code":29,"score":42,"supported":43,"title":44,"abstract":46,"tags":48},14,true,[45],"农产品电商",[47,45],"农村电商",[],[50,51],"VR虚拟直播 农民日报 电商培训 海南","VR虚拟直播 农民日报","VR虚拟直播农民日报电商培训海南-691",2,"2026-08-18T23:59:13.375026Z",{"total":56,"page":19,"page_size":56,"items":57},6,[58,126,179,230,263,325],{"id":59,"title":60,"url":61,"summary":62,"summary_zh":63,"content":8,"source_name":64,"source_url":61,"published_at":65,"category":66,"cover_url":8,"hotness":12,"is_selected":13,"score":67,"score_detail":68,"sources":74,"tags":76,"primary_topic":80,"secondary_topics":81,"classification":82,"search_phrases":100,"slug":103,"view_count":104,"doi":105,"paper":106,"created_at":125},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","Frontiers in Sustainable Food Systems","2026-09-22T00:00:00Z","论文",78,{"impact":69,"substance":70,"depth":71,"authority":72,"freshness":18,"relevant":19,"comment":73},16,22,18,13,"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。",[75],{"name":64,"url":61},[47,77,78,26,79],"数字乡村","乡村振兴","农户参与",{"code":29,"slug":30,"name":31,"path":32,"parent_code":33},[],{"status":36,"locked":13,"version":37,"method":38,"evidence":83},{"candidates":84,"agricultural_evidence":43},[85,90,95],{"code":29,"score":86,"supported":43,"title":87,"abstract":88,"tags":89},4,[],[47],[47],{"code":91,"score":86,"supported":43,"title":92,"abstract":93,"tags":94},"G",[],[78],[78],{"code":96,"score":19,"supported":13,"title":97,"abstract":98,"tags":99},"I6",[],[],[77],[101,102],"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":105,"openalex_id":107,"authors":108,"venue":64,"cited_by_count":117,"oa_url":61,"card":118,"direction":122,"ingested_from":124},"W7214016500",[109,111,113,115],{"name":110,"orcid":8},"Mingyang Yin",{"name":112,"orcid":8},"Zhengyin Li",{"name":114,"orcid":8},"Juan Xie",{"name":116,"orcid":8},"Yan Yan",0,{"tldr":119,"method":120,"finding":121,"direction":122,"opportunity":123},"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",{"id":127,"title":128,"url":129,"summary":130,"summary_zh":8,"content":131,"source_name":132,"source_url":8,"published_at":133,"category":11,"cover_url":8,"hotness":12,"is_selected":13,"score":134,"score_detail":135,"sources":138,"tags":140,"primary_topic":144,"secondary_topics":145,"classification":146,"search_phrases":174,"slug":177,"view_count":117,"doi":8,"paper":8,"created_at":178},5415,"2026年全国农产品产销大会北部片区10月22日临沂启幕 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2026-10-20","2026-10-20T00:00:00Z",68,{"impact":70,"substance":69,"depth":72,"authority":18,"freshness":136,"relevant":19,"comment":137},8,"全国性农产品产销对接大会，专设AI赋能批发市场专题并融入电商直播与跨境采购，具行业参考价值，但属会议预告类报道、信息增量有限。",[139],{"name":132,"url":129},[77,141,142,45,143],"农业人工智能","产销对接","农产品流通",{"code":29,"slug":30,"name":31,"path":32,"parent_code":33},[],{"status":36,"locked":13,"version":37,"method":38,"evidence":147},{"candidates":148,"agricultural_evidence":43},[149,153,159,165,170],{"code":29,"score":56,"supported":43,"title":150,"abstract":151,"tags":152},[],[45],[142,143,45],{"code":154,"score":104,"supported":43,"title":155,"abstract":156,"tags":158},"E1",[],[157],"农产品加工",[],{"code":160,"score":104,"supported":43,"title":161,"abstract":162,"tags":164},"I1",[],[163],"数字农业",[],{"code":166,"score":19,"supported":13,"title":167,"abstract":168,"tags":169},"I2",[],[],[141],{"code":96,"score":19,"supported":13,"title":171,"abstract":172,"tags":173},[],[],[77],[175,176],"临沂 农产品产销大会","AI赋能 批发市场","临沂农产品产销大会-5415","2026-10-21T00:09:54.436890Z",{"id":180,"title":181,"url":182,"summary":183,"summary_zh":8,"content":184,"source_name":185,"source_url":8,"published_at":186,"category":187,"cover_url":8,"hotness":12,"is_selected":43,"score":188,"score_detail":189,"sources":192,"tags":194,"primary_topic":198,"secondary_topics":199,"classification":200,"search_phrases":225,"slug":228,"view_count":117,"doi":8,"paper":8,"created_at":229},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":190,"substance":70,"depth":71,"authority":72,"freshness":56,"relevant":19,"comment":191},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。",[193],{"name":185,"url":182},[47,77,195,196,197],"十五五规划","农业农村现代化","数商兴农",{"code":29,"slug":30,"name":31,"path":32,"parent_code":33},[],{"status":36,"locked":13,"version":37,"method":38,"evidence":201},{"candidates":202,"agricultural_evidence":43},[203,207,212,216,220],{"code":29,"score":72,"supported":43,"title":204,"abstract":205,"tags":206},[47],[47],[47,197],{"code":208,"score":17,"supported":43,"title":209,"abstract":210,"tags":211},"J2",[196],[196],[196],{"code":154,"score":104,"supported":43,"title":213,"abstract":214,"tags":215},[],[157],[],{"code":96,"score":19,"supported":13,"title":217,"abstract":218,"tags":219},[],[],[77],{"code":221,"score":19,"supported":13,"title":222,"abstract":223,"tags":224},"J1",[],[],[195],[226,227],"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":231,"title":232,"url":233,"summary":234,"summary_zh":8,"content":235,"source_name":236,"source_url":8,"published_at":237,"category":11,"cover_url":8,"hotness":12,"is_selected":43,"score":238,"score_detail":239,"sources":242,"tags":244,"primary_topic":248,"secondary_topics":249,"classification":250,"search_phrases":258,"slug":261,"view_count":117,"doi":8,"paper":8,"created_at":262},5251,"商务部等7部门部署品质电商\"五优\"行动 推动电商平台下沉赋能","http:\u002F\u002Fwww.jinchuan.gov.cn\u002Fzfxxgk\u002Fxzbmxxgk\u002Fzfbmxxgk\u002Fqswj\u002Ffdzdnrgk\u002Fgzdt\u002Fart\u002F2026\u002Fart_4eba5a9c8bc94d8b96e17aeb0abc4d7e.html","商务部等7部门印发品质电商\"五优\"行动,深入实施数商兴农和农村电商高质量发展,推动电商平台完善县域服务设施、增加绿色有机名特优新和地理标志农产品供给、对接农业品牌精品培育计划,建设中国消费名品方阵;并推动人工智能与电商深度融合、创新智能体等电商服务新模式。","（四）提升商家品质运营能力。深入开展电子商务惠民惠企活动，做优全国电子商务公共服务网，面向中小商家举办定制化培训。利用电子商务国家专业技术人员继续教育基地、“云上大讲堂”等载体开发公益性品质电商课程。引导地方建立健全电商产业园区质量管理服务体系，引入专业可信的质量检测等服务，结合园区内中小制造企业、跨境电商、直播电商等商家需求，针对性开展质量管理、标准应用、诚信合规、品牌建设等主题培训。\n\n（五）创新发展电商消费品牌。加快电商领域消费品牌建设，构建品牌库、孵化库等分级服务体系，为品牌成长提供系统化支撑。深入实施“数商兴农”和农村电商高质量发展、“互联网+”农产品出村进城工程，推动电商平台完善县域服务设施，提升本地化服务能力，增加绿色、有机、名特优新和地理标志农产品供给，发展农产品区域公用品牌，对接农业品牌精品培育计划，让更多源头好物直连消费者。继续深化数字化助力消费品工业“三品”行动，建设中国消费名品方阵，支持符合条件的消费品生产制造企业申报专精特新企业。\n\n（六）赋能品质商家市场开拓。开展“电商+产业带”培育行动，鼓励各地规划布局电商选品中心，重点支持具有核心技术、原创设计的中小卖家对接电商渠道，提升品牌知名度。发挥电商平台作用，依托订单直采、外贸优品专区等渠道，支持外贸企业拓展国内市场，扩大外贸优品消费。支持电商相关产品研发和服务创新，推动人工智能与电商深度融合，创新智能体等电商服务新模式，提升用户体验。开展“产业电商惠企对接”，推动一批产业带企业与电商平台达成合作，促进产业升级，形成经济新增长点。","金川区人民政府(2026-10-15)","2026-10-15T00:00:00Z",85,{"impact":240,"substance":70,"depth":71,"authority":72,"freshness":56,"relevant":19,"comment":241},26,"七部门联合部署品质电商“五优”行动，含数商兴农、县域电商服务设施、农产品区域公用品牌等实质条款，全国性政策层级高，值得进入每日精选。",[243],{"name":236,"url":233},[47,197,245,246,247],"农产品品牌","电商平台","品质电商",{"code":29,"slug":30,"name":31,"path":32,"parent_code":33},[],{"status":36,"locked":13,"version":37,"method":38,"evidence":251},{"candidates":252,"agricultural_evidence":43},[253],{"code":29,"score":18,"supported":43,"title":254,"abstract":255,"tags":257},[],[47,256],"地理标志",[245,47,197],[259,260],"商务部 品质电商 五优行动","数商兴农 农产品出村进城","商务部品质电商五优行动-5251","2026-10-19T00:07:31.152933Z",{"id":264,"title":265,"url":266,"summary":267,"summary_zh":268,"content":8,"source_name":64,"source_url":266,"published_at":269,"category":66,"cover_url":8,"hotness":12,"is_selected":13,"score":270,"score_detail":271,"sources":274,"tags":276,"primary_topic":280,"secondary_topics":281,"classification":282,"search_phrases":307,"slug":310,"view_count":19,"doi":311,"paper":312,"created_at":324},4793,"Geographical indication adoption and county employment dynamics in China: stacked DID evidence on rural-urban and regional heterogeneity","https:\u002F\u002Fdoi.org\u002F10.3389\u002Ffsufs.2026.1967743","Geographical indications (GIs) are widely promoted as place-based institutions that can strengthen rural economies. Yet existing evidence is mixed on whether GI benefits translate into broad-based local employment gains, and whether impacts differ across regions with unequal market access and factor mobility. Using a county-year panel for China spanning 2000–2023 and three overlapping GI channels (protected products, agricultural GI registration, and trademark registration), we estimate dynamic employment responses to GI adoption with stacked difference-in-differences designs that address staggered treatment timing. Rural employment rates rise following GI adoption and remain higher several years after designation, whereas urban employment effects are smaller and more heterogeneous. Macro-regional analyses indicate that rural gains are concentrated in Western China, while Central China exhibits weak or negative rural responses at longer horizons. For urban employment, estimates are imprecise in the East and Central regions and turn negative in the West at 5-year horizons. Province-level results reinforce substantial heterogeneity but are sensitive to treated support and inference limitations. The findings clarify when and where GIs function as effective rural development instruments and motivate more place-sensitive GI governance that complements certification with market access, processing capacity, and local labor demand.","地理标志（geographical indications, GIs）被广泛推崇为能够增强农村经济的地方性制度。然而，现有证据对于地理标志收益能否转化为广泛的本地就业增长，以及其影响在不同市场准入和要素流动性不均的地区之间是否存在差异，仍莫衷一是。本文使用涵盖2000—2023年中国县级面板数据以及三个相互重叠的地理标志渠道（受保护产品、农产品地理标志登记和商标注册），通过堆叠双重差分设计解决处理时间交错问题，估计地理标志采纳的动态就业响应。地理标志采纳后，农村就业率上升，且在认定数年后仍保持较高水平，而城镇就业效应较小且更具异质性。宏观区域分析表明，农村收益集中在中国西部，而中部地区在较长时期内的农村响应较弱甚至为负。对于城镇就业，东部和中部地区的估计不精确，西部地区在5年期限上转为负值。省级层面的结果印证了显著的异质性，但对处理组支持情况和推断局限性较为敏感。本文的发现厘清了地理标志在何时、何地能够作为有效的农村发展工具发挥作用，并推动更具地方敏感性的地理标志治理，将认证与市场准入、加工能力和本地劳动力需求相配套。","2026-10-12T00:00:00Z",81,{"impact":71,"substance":70,"depth":272,"authority":72,"freshness":18,"relevant":19,"comment":273},19,"基于2000—2023年县域面板与堆叠DID方法，揭示地理标志对农村就业的异质性影响，方法扎实、结论有政策参考价值，但属学术论文而非即时资讯。",[275],{"name":64,"url":266},[78,277,256,278,279],"县域经济","区域差异","农村就业",{"code":29,"slug":30,"name":31,"path":32,"parent_code":33},[],{"status":36,"locked":13,"version":37,"method":38,"evidence":283},{"candidates":284,"agricultural_evidence":43},[285,292,296,302],{"code":91,"score":286,"supported":43,"title":287,"abstract":288,"tags":291},7,[],[289,290],"农村发展","rural development",[78],{"code":29,"score":86,"supported":43,"title":293,"abstract":294,"tags":295},[],[256],[256],{"code":297,"score":104,"supported":43,"title":298,"abstract":299,"tags":301},"I4",[],[300],"GIS",[],{"code":303,"score":19,"supported":13,"title":304,"abstract":305,"tags":306},"G4",[],[],[277],[308,309],"地理标志 县域就业 中国","乡村振兴 农村就业 区域差异 县域经济","地理标志县域就业中国-4793","10.3389\u002Ffsufs.2026.1967743",{"doi":311,"openalex_id":313,"authors":314,"venue":64,"cited_by_count":117,"oa_url":266,"card":319,"direction":122,"ingested_from":124},"W7221548155",[315,317],{"name":316,"orcid":8},"Yingju Zhang",{"name":318,"orcid":8},"Jumin Zhao",{"tldr":320,"method":321,"finding":322,"direction":122,"opportunity":323},"用堆叠DID评估中国地理标志采纳对县域城乡就业的动态影响及区域异质性。","2000-2023年县域面板数据，三种GI渠道，堆叠双重差分法。","GI采纳后农村就业率上升且持续，城市效应较小；西部农村增益集中，中部长期偏弱。","可探究GI与数字市场接入、加工能力协同如何放大农村就业效应，并关注中部负向机制。","2026-10-13T23:30:06.923434Z",{"id":326,"title":327,"url":328,"summary":329,"summary_zh":8,"content":330,"source_name":331,"source_url":8,"published_at":332,"category":11,"cover_url":8,"hotness":12,"is_selected":13,"score":333,"score_detail":334,"sources":338,"tags":340,"primary_topic":343,"secondary_topics":344,"classification":345,"search_phrases":368,"slug":371,"view_count":19,"doi":8,"paper":8,"created_at":372},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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