数字经济背景下农村电商发展的问题及对策研究——以河北省石家庄市为例

Research on the Problems and Countermeasures of Rural E-Commerce Development in the Context of Digital Economy—A Case Study of Shijiazhuang City, Hebei Province

摘要: 数字经济的影响力正逐渐渗透进“三农”领域，与我国实体经济深度融合，催生出多种创新的乡村经济发展模式。在此转型过程中，电子商务起到了极为关键的作用，成为数字化时代的核心支撑点，推动了社会经济的全面增长，尤其在提高消费体验方面成果显著。在农村地区，电子商务起到的促进作用极为明显，它不仅改变了农村居民的购物习惯，还激活了农村市场，为乡村经济发展注入了新的活力。通过文献研究和广泛的社会调研，笔者发现石家庄市农村电商在整体电商环境和具体业务开展方面均取得了显著进展。然而仍存在数字技术应用、物流供应、品牌市场建设以及人才培养等方面的问题，基于此，本文从数字经济发展的视角提出四点对策：加强数字基础设施建设、完善供应链与物流体系、强化市场竞争与品牌建设、加强人才培养与引进。

Abstract: The digital economy is increasingly extending its influence into the fields of agriculture, rural areas, and farmers (the “three rurals”), achieving deep integration with China’s real economy and fostering various innovative models for rural economic development. During this transformation, e-commerce has emerged as a crucial driver, serving as a fundamental pillar of the digital era and propelling comprehensive socio-economic growth, with particularly notable achievements in enhancing consumer experiences. In rural regions, the catalytic effect of e-commerce has been especially significant, not only altering the consumption patterns of rural residents but also stimulating rural markets and infusing new vitality into local economic development. Through literature reviews and extensive field research, this study reveals that rural e-commerce in Shijiazhuang City has made remarkable progress in both its overall digital ecosystem and specific business operations. Nevertheless, several challenges remain, including inadequate application of digital technologies, underdeveloped logistics and supply chains, weak brand and market development, and insufficient talent cultivation. To address these issues, this paper proposes four strategic measures from the perspective of digital economic development: Strengthen the construction of digital infrastructure, improve the supply chain and logistics system, enhance market competition and brand building, strengthen talent cultivation and introduction.