农村电商发展现状与策略研究

Research on the Current Situation and Strategy of Rural E-Commerce Development

摘要: 随着乡村振兴战略的深入推行与互联网技术的广泛渗透，农村电子商务日益崛起，成为破解“三农”(农业、农村、农民)问题的关键路径以及新时代乡村振兴战略下的强劲新引擎。鉴于此，本文首先在新时代的大背景下，对农村电商的当前发展态势进行了全面剖析；随后，深入探讨了阻碍农村电商进一步发展的核心要素，主要包括农村电商模式缺乏多样性、农村电商专业人才的匮乏以及公共基础设施的薄弱等挑战；最后，针对上述问题，本文提出了旨在促进农村电商发展的建议。

Abstract: With the in-depth implementation of the rural revitalisation strategy and the extensive penetration of Internet technology, rural e-commerce is increasingly on the rise, becoming a key path to crack the “Three Rural” (agriculture, rural areas, farmers) problem and a powerful new engine under the rural revitalisation strategy in the new era. In view of this, this paper firstly makes a comprehensive analysis of the current development situation of rural e-commerce in the context of the new era; then, it discusses in depth the core elements hindering the further development of rural e-commerce, including the lack of diversity in rural e-commerce models, the lack of rural e-commerce professionals and the challenges of weak public infrastructure; finally, in view of the above problems, this paper puts forward recommendations to promote the development of rural e-commerce: firstly, strengthening rural informatisation; and secondly, strengthening rural information technology. Finally, in view of the above problems, this paper puts forward the following suggestions to promote the development of rural e-commerce.