Study on Dynamic Conversion Mechanisms for the Sustainable Growth of Agricultural E-Commerce

在数字经济和乡村振兴战略的双重驱动下，农产品电商已成为推动农业现代化和农村经济可持续发展的重要力量。然而，随着流量红利消退、同质化竞争加剧，农产品电商面临增长动能不足的问题。本文基于可持续增长理论和动力转换理论，系统界定了农产品电商的核心概念，构建了多维驱动因素分析框架。研究指出，农产品电商需实现从资源依赖向创新驱动与绿色发展的动力转换，以应对产业链不完善、质量标准缺失、市场竞争失衡等挑战。在行业、企业与政府三个层面，本文分别提出了完善供应链协同、强化数字化运营、优化政策支持等对策建议。最后，总结了研究贡献与局限，展望了未来的研究方向，旨在为农产品电商实现可持续高质量增长提供理论依据与实践指导。Driven by the dual forces of the digital economy and rural revitalization strategies, agricultural e-commerce has become a crucial engine for advancing agricultural modernization and promoting sustainable rural economic development. However, with the diminishing of flow dividends and intensified homogenized competition, agricultural e-commerce is encountering challenges of insufficient growth momentum. Based on sustainable growth theory and dynamic conversion theory, this study systematically defines the core concepts of agricultural e-commerce and constructs a multi-dimensional driver analysis framework. The study suggests that agricultural e-commerce must transition from resource-dependency to innovation-driven and green-oriented development to address challenges such as incomplete supply chains, lack of quality standards, and unbalanced market competition. At the industry, enterprise, and government levels, targeted countermeasures such as improving supply chain collaboration, strengthening digital operations, and optimizing policy support are proposed. Finally, the study summarizes its theoretical contributions and limitations and outlines future research directions, aiming to provide theoretical guidance and practical strategies for the sustainable and high-quality growth of agricultural e-commerce.