文化旅游热下农村电商高质量发展研究——以贵州省榕江县为例

Research on the High-Quality Development of Rural E-Commerce under the Cultural Tourism Craze—A Case Study of Rongjiang County, Guizhou Province

摘要: 文化旅游的兴起为民族地区农村电商的发展带来了新的契机，本文以贵州省榕江县为例，分析该县农村电商的发展现状。通过实地调查的方法发现该县农村电商发展存在的质量标准化不足，电商销售额低，电商主体多而不强，政策宣传和落实不到位，扶持力度不够等问题。基于文化旅游热为电商行业发展带来的巨大发展流量，提出推动农村电商高质量发展的提高产品标准化、加强人才资源整合、加大政策支持力度等的发展路径。最后提出民族地区经济发展要以农文体旅 + 电商融合发展的经验。

Abstract: The rise of cultural tourism has brought new opportunities for the development of rural e-commerce in minority areas. This paper takes Rongjiang County, Guizhou Province as an example to analyze the development status of rural e-commerce. Through the method of field investigation, it is found that there are problems in the development of rural e-commerce in the county, such as insufficient quality standardization, low sales of e-commerce, many e-commerce entities but not strong, inadequate policy publicity and implementation, and insufficient support. Based on the huge development flow brought by the cultural tourism boom for the development of the e-commerce industry, the development path of promoting the high-quality development of rural e-commerce is proposed to improve product standardization, strengthen the integration of human resources, and increase policy support. Finally, it is proposed that the economic development of ethnic areas should be based on the experience of the integrated development of agriculture, sports, tourism and e-commerce.