数字经济背景下农村电商发展的研究

Research on the Development of Rural E-Commerce under the Background of the Digital Economy

摘要: 当前，数字经济已成为我国经济增长的新引擎。农村电商作为数字经济的重要组成部分，对于促进农村经济发展、助力乡村振兴具有重要意义。在数字经济发展和政策持续利好的背景下，我国农村电商市场规模不断扩大，发展模式也在不断创新。但农村电商发展仍在政策支持、基础设施、人才储备以及品牌建设等四个方面存在着不足。只有不断优化政策环境，让政策更加有利于农村电商发展；进一步完善基础设施建设，改善农村电商发展的硬件条件；加强人才培养与引进以及加强品牌建设，才能促进农村电商高质量发展。

Abstract: At present, the digital economy has become a new engine of China’s economic growth. As an important part of the digital economy, rural e-commerce is of great significance for promoting rural economic development and promoting rural revitalization. Under the background of the development of digital economy and continuous favorable policies, the scale of China’s rural e-commerce market is constantly expanding, and the development model is also constantly innovating. However, the development of rural e-commerce is still deficient in four aspects: policy support, infrastructure, talent reserve and brand building. Only by continuously optimizing the policy environment, making the policy more conducive to the development of rural e-commerce; further improving the infrastructure construction, improving the hardware conditions of rural e-commerce development; strengthening talent training and introduction, and strengthening brand building, can we promote the high-quality development of rural e-commerce.