新质生产力赋能农村电商发展的路径研究

Research on the Path of Empowering Rural E-Commerce Development with New Quality Productivity

摘要: 我国农村电商在政策与技术的双重驱动下快速发展，但其进程仍受城乡二元结构深层矛盾制约：基础设施薄弱导致生鲜产品高损耗，偏远地区网络覆盖不足阻碍数字化进程；从业者技能与市场需求错位，初级农产品同质化与品牌缺失加剧低效竞争；区域产业链割裂进一步放大资源禀赋差异。为破解上述困境，需构建“基建–人才–产业–区域”四位一体赋能框架——通过基建均衡化筑牢发展根基，以多层次人才培育激活内生动力，依托全链条数字化重塑产业价值，借力跨区域协作机制优化资源配置。新质生产力赋能农村电商发展需兼顾技术创新与制度创新，推动生产要素高效流动与利益共享，为乡村振兴与共同富裕提供系统性支撑。

Abstract: Under the dual drive of policies and technology, rural e-commerce in China has developed rapidly, but its progress is still constrained by deep-seated contradictions in the urban-rural dual structure: weak infrastructure leads to high consumption of fresh products, and insufficient network coverage in remote areas hinders the digitalization process; The mismatch between the skills of practitioners and market demand, coupled with the homogenization of primary agricultural products and the lack of branding exacerbating inefficient competition; The fragmentation of regional industrial chains further amplifies the differences in resource endowments. To solve the above difficulties, it is necessary to construct a four in one empowerment framework of “infrastructure-talent-industry-region”—to build a solid foundation for development through balanced infrastructure, activate endogenous power through multi-level talent cultivation, reshape industrial value through full chain digitization, and optimize resource allocation through cross regional cooperation mechanisms. Empowering the development of rural e-commerce with new quality productivity requires a balance between technological innovation and institutional innovation, promoting efficient flow of production factors and benefit sharing, and providing systematic support for rural revitalization and common prosperity.