乡村振兴视域下天水市农村电商优化路径研究

Study on Optimization Path of Rural E-Commerce in Tianshui City from the Perspective of Rural Revitalization

摘要: 乡村振兴战略作为新时代解决“三农”问题关键举措，致力于实现农村强、农村美、农村富的宏伟目标。而农村电商凭借其独特优势，成为打破城乡二元结构、促进农村经济转型升级的重要力量。本文聚焦乡村振兴战略背景下天水市农村电商发展，深入剖析天水市农村电商现状，揭示其在发展进程中面临的基础设施薄弱、人才匮乏以及品牌建设不足等问题。通过对这些问题细致分析，提出包括强化基础设施建设、培育电商人才、以及加强农产品品牌建设等一系列具有针对性的优化路径，旨在推动天水市农村电商的高质量、可持续发展，助力乡村全面振兴。

Abstract: As a key measure to solve issues relating to “agriculture, rural areas, and farmers” in the new era, the rural revitalization strategy is committed to realizing the grand goal of rural strength, rural beauty and rural wealth. With its unique advantages, rural e-commerce has become an important force in breaking the urban-rural dual structure and promoting the transformation and upgrading of the rural economy. This paper focuses on the development of rural e-commerce in Tianshui City under the background of rural revitalization strategy, deeply analyzes the current situation of rural e-commerce in Tianshui City, and reveals the problems it faces in the development process such as weak infrastructure, lack of talents and insufficient brand building. Through a detailed analysis of these problems, a series of targeted optimization paths are proposed, including strengthening infrastructure construction, cultivating e-commerce talents, and strengthening agricultural product brand construction, in order to promote the high-quality and sustainable development of rural e-commerce in Tianshui City and help the comprehensive revitalization of rural areas.