农村电商发展对乡村振兴战略实施的驱动机制与路径研究

Research on the Driving Mechanism and Path of Rural E-Commerce Development for the Implementation of Rural Revitalization Strategy

摘要: 随着乡村振兴战略的推进，农村电子商务作为数字经济赋能农业农村发展的关键工具，正逐步发挥其在产业升级、就业创业、组织重构中的系统性作用。本文从理论建构与案例实证两个维度出发，构建了农村电商赋能乡村振兴的多维机制模型。在理论层面，借助平台赋能理论与资源整合框架，阐释了电商平台在要素流动与结构重塑中的功能嵌入逻辑；在实证层面，以拼多多为典型案例，系统评估其在推动“农货上行”、“直播就业”与“组织治理”中的具体成效。研究发现，农村电商已成为乡村振兴的重要驱动器，但在基础设施建设、人才支持体系、制度协同及标准化发展方面仍面临障碍。基于此，本文提出五项对策建议，以期为实现农村电商与乡村振兴的深度融合提供理论支撑与路径参考。

Abstract: With the promotion of the rural revitalization strategy, rural e-commerce, as a key tool for empowering agricultural and rural development with the digital economy, is gradually playing a systematic role in industrial upgrading, employment and entrepreneurship, and organizational restructuring. This article constructs a multidimensional mechanism model of rural e-commerce empowering rural revitalization from two dimensions: theoretical construction and case studies. At the theoretical level, with the help of platform empowerment theory and resource integration framework, the functional embedding logic of e-commerce platforms in factor flow and structural reshaping is explained; at the empirical level, taking Pinduoduo as a typical case, the paper systematically evaluates its specific effectiveness in promoting the “upward movement of agricultural products”, “live streaming employment”, and “organizational governance”. Research has found that rural e-commerce has become an important driver of rural revitalization, but still faces obstacles in infrastructure construction, talent support system, institutional coordination, and standardized development. Based on this, this article proposes five countermeasures and suggestions, in order to provide theoretical support and path reference for the deep integration of rural e-commerce and rural revitalization.