Research on Rural E-Commerce Model Innovation Driven by New Quality Productivity in Agriculture

本文以2025年中央一号文件“首提农业新质生产力”为政策背景，聚焦生物育种、无人机、人工智能等新兴技术对农村电商模式的创新驱动机制。通过理论分析，并尝试构建“刺激–机体–反应(SOR)”模型阐释农业新质生产力驱动农村电商模式创新的理论逻辑和实践路径。从理论的角度探析农业新质生产力对农村电商模式形成的条件刺激，从农户个体，企业和政府剖析机体感知，从现实逻辑出发寻找农业新质生产力对农村电商模式创新的行为响应；基于此，构建农业新质生产力驱动农村电商模式创新的“生产端 + 流通端 + 销售端”一体化实现路径。本文为政策指定值与从业者提供理论参考，助力乡村振兴与农业现代化协同发展。This paper takes the policy background of the No. 1 Document of the Central Government in 2025 “mentioning the new quality productivity of agriculture” as the policy background, and focuses on the innovation driving mechanism of emerging technologies such as bio-breeding, drones, and artificial intelligence on rural e-commerce mode. Through theoretical analysis, we try to construct the “Stimulus-Organism-Response (SOR)” model to explain the theoretical logic and practical path of rural e-commerce model innovation driven by new agricultural productivity. From the theoretical point of view to analyze the new agricultural productivity on the formation of rural e-commerce model of the conditions of the stimulus, from the individual farmers, enterprises and the government to analyze the body perception, from the logic of reality to find the new agricultural productivity on rural e-commerce model innovation of the behavioral response. Based on this, we construct an integrated realization path of “production end + circulation end + sales end” driven by agricultural new quality productivity. This paper provides theoretical references for policy designation and practitioners, and helps the synergistic development of rural revitalization and agricultural modernization.