“数商兴农”背景下农村电商高质量发展路径研究

Research on the High-Quality Development Path of Rural E-Commerce under the Background of “Promoting Agriculture through Digital Commerce”

摘要: 随着信息技术和数字经济的迅猛发展，越来越多的企业和农户开始投身于“数商兴农”的实践，借助云计算、物联网等前沿技术，为农村发展注入源源不断的生机与活力，不断推动乡村振兴的进程。然而，在农村电商的发展过程中，我国仍然面临着基础设施有待完善、农村电商专业人才短缺、农产品品牌建设不足、电商精准扶贫体制机制有待健全等困境。因此，文章提出应通过完善基础设施建设和技术赋能、加强农村电商人才培训和引进、强化农产品品牌建设和市场推广、创新电商精准扶贫模式，来推动农村电商高质量发展。

Abstract: With the rapid development of information technology and the digital economy, an increasing number of enterprises and farmers are engaging in the practice of “Promoting Agriculture through Digital Commerce”. They leverage cutting-edge technologies, such as cloud computing and the Internet of Things to continuously inject vitality and dynamism into rural development, thereby advancing the process of rural revitalization. However, in the development of rural e-commerce, China still faces challenges, such as the need for improved infrastructure, a shortage of professional talent in rural e-commerce, insufficient branding of agricultural products, and the need to improve the institutional mechanisms for targeted poverty alleviation through e-commerce. Therefore, the article suggests that to promote high-quality development in rural e-commerce, it is necessary to improve infrastructure construction and technological empowerment, strengthen the training and recruitment of rural e-commerce talent, enhance the branding and marketing of agricultural products, and innovate targeted poverty alleviation models through e-commerce.