数字经济赋能乡村振兴下农村电商模式与对策——以山东省为例

Research on Rural E-Commerce Models and Countermeasures in the Digital Economy for Rural Revitalization—Taking Shandong Province as an Example

摘要: 在乡村振兴战略与数字经济高速发展的背景下，本文以山东省为研究对象，探讨数字经济赋能农村电商的发展模式、面临困境及优化对策。研究采用系统分析方法，梳理了山东“政府引导 + 平台赋能”、“产业集聚 + 品牌驱动”、“产业联动 + 链条整合”等多元农村电商发展模式，分析发现其虽推动了农产品双向流通与乡村产业升级，但存在冷链物流薄弱、人才短缺、品牌溢价能力不足等问题。从作用逻辑看，数字经济通过技术赋能农业智能化、重构农村电商业态、提升农民数字素养、创新乡村治理及构建多元协同生态等维度支撑乡村振兴。基于此，研究提出构建全域数字基础设施网络、推进农产品全产业链标准化、打造多层次人才培育体系、推动产业差异化融合发展及完善政策保障等对策，旨在为山东及同类地区提供可复制的实践方案，释放数字经济赋能效应，助力乡村全面振兴。

Abstract: Against the backdrop of the Rural Revitalization Strategy and the rapid development of the digital economy, this paper takes Shandong Province as the research object to explore the development models, facing dilemmas, and optimization strategies of rural e-commerce empowered by the digital economy. Adopting a systematic analysis method, the study combs through multiple rural e-commerce development models in Shandong, such as “government guidance + platform empowerment”, “industrial agglomeration + brand-driven”, and “industrial linkage + chain integration”. It is found that although these models have promoted the two-way circulation of agricultural products and rural industrial upgrading, there are problems such as weak cold chain logistics, talent shortage, and insufficient brand premium capability. From the perspective of action logic, the digital economy supports rural revitalization through multiple dimensions: enabling agricultural intelligence through technology, reconstructing rural e-commerce formats, improving farmers’ digital literacy, innovating rural governance, and building a diversified collaborative ecosystem. Based on this, the study proposes countermeasures including constructing a comprehensive digital infrastructure network, promoting standardization of the entire agricultural product industry chain, building a multi-level talent cultivation system, driving differentiated integrated development of industries, and improving policy guarantees. These aim to provide replicable practical solutions for Shandong and similar regions, unleash the empowering effect of the digital economy, and facilitate the comprehensive revitalization of rural areas.