农村电商赋能乡村振兴：作用机理、现实堵点及实践进路

Rural E-Commerce Facilitating Rural Revitalization: Mechanisms, Challenges and Practical Strategies

摘要: 农村电商作为数字经济时代语境下生发出的新业态新模式，对助力产业转型升级、带动当地农民增收致富、促进农村乡村治理具有重要意义，已经成为赋能乡村振兴的重要助推力。本文聚焦农村电商赋能乡村振兴的现实图景，归纳分析出制度保障力度不足、人才队伍建设亟待加强、品牌竞争力有待提升三个方面的堵点问题，并从三个维度进一步提出具有针对性、实效性的实践进路：强化政府统筹引领，完善治理体系；构建人才培育体系、强化队伍建设；打造特色电商品牌，提升市场竞争力，以期促进农村电商高质量、可持续发展，充分激发农村经济发展活力，助力实现乡村全面振兴。

Abstract: Rural e-commerce, emerging as a novel business model within the digital economy era, plays a pivotal role in facilitating industrial transformation and upgrading, enhancing farmers’ income, promoting rural governance, and serving as a critical driver for rural revitalization. This paper delineates the realistic landscape of rural revitalization empowered by e-commerce, identifies and analyzes three key challenges: inadequate institutional support, urgent need for talent team development, and necessity to enhance brand competitiveness. It further proposes targeted and effective strategies from three dimensions: strengthening governmental guidance and improving the governance system; establishing a talent cultivation framework and reinforcing team building; and creating distinctive e-commerce brands to boost market competitiveness. These approaches aim to promote high-quality and sustainable development of rural e-commerce, fully stimulate rural economic vitality, and advance the comprehensive revitalization of China’s rural areas.