数字普惠金融助推农村电子商务发展

Digital Inclusive Finance Boosts the Development of Rural E-Commerce

摘要: 农村电子商务市场规模逐步扩大且发展前景广阔，但伴随着品牌意识不足，基础设施不完善，农户金融意识不足，专业人才缺乏等问题，受限于农业自身的特性以及农村地区的特殊情况，数字普惠金融不能满足快速发展的农村电子商务资金需要。利用数字普惠金融的包容性，为农村电子商务发展提供适应性的融资服务，提供强有力的技术与金融支持，发挥电商市场拓展能力，形成良性循环互动机制。本文从培养交互型人才，电子商务进农村示范政策，建立企业联盟，形成品牌竞争优势，完善农村基础设施建设五个方面破解农村电商现实发展屮遇到的难题，农户在发展电子商务中融资渠道拓宽，获得切实的资金帮助，将有助于促进农村经济的发展，实现数字普惠金融助推农村电子商务的目标。

Abstract: The scale of rural e-commerce market is gradually expanding and the development prospects are broad. However, with the lack of brand awareness, inadequate infrastructure, insufficient financial awareness of farmers, and a shortage of professional talents, digital universal finance cannot meet the funding needs of rapidly developing rural e-commerce due to the characteristics of agriculture itself and the special situation in rural areas. By utilizing the inclusiveness of digital inclusive finance, we provide adaptive financing services for the development of rural e-commerce, offer strong technical and financial support, leverage the expansion capabilities of the e-commerce market, and establish a virtuous cycle of interactive mechanisms. This article aims to solve the difficulties encountered in the development of rural e-commerce from five aspects: cultivating interactive talents, implementing demonstration policies for e-commerce in rural areas, establishing enterprise alliances, forming brand competitive advantages, and improving rural infrastructure construction. Farmers can broaden their financing channels and obtain practical financial assistance in the development of e-commerce, which will help promote the development of rural economy and achieve the goal of digital inclusive finance to promote rural e-commerce.