乡村振兴背景下农村电商高质量发展态势、存在困境及优化路径

The High-Quality Development Situation, Existing Dilemmas and Optimization Paths of Rural E-Commerce under the Background of Rural Revitalization

摘要: 在乡村振兴与数字中国战略深度融合的时代背景下，农村电商已然成为激活乡村要素资源、加速农业现代化进程以及促进农民增收致富的核心驱动力。近年来，我国农村电商规模持续稳健扩张，正稳步从“规模扩张”向“高质量发展”阶段迈进。然而，在其快速发展的表象之下，诸多深层次矛盾与结构性困境逐渐显现，严重制约着农村电商的可持续发展以及社会经济效益的充分释放。本文基于“发展态势–现实困境–优化路径”的逻辑架构，对农村电商展开了全方位、深层次的剖析。农村电商正面临着农产品标准化程度低、基础设施薄弱、专业人才短缺、市场竞争激烈与信息不对称以及政策落实不到位和监管体系不完善等一系列严峻问题。针对这些困境，本文提出构建“产品升级–基建支撑–人才驱动–市场创新–制度保障”五位一体的生态系统优化路径。

Abstract: Against the backdrop of the deep integration of rural revitalization and digital China strategies, rural e-commerce has emerged as a core driving force for activating rural factor resources, accelerating the modernization of agriculture, and promoting farmers’ income growth and prosperity. In recent years, the scale of rural e-commerce in China has continued to expand steadily, and it is steadily transitioning from the stage of “scale expansion” to that of “high-quality development”. However, beneath the surface of its rapid development, many deep-seated contradictions and structural dilemmas have gradually emerged, severely restricting the sustainable development of rural e-commerce and the full realization of its social and economic benefits. Based on the logical framework of “development trends-practical dilemmas-optimization paths”, this paper conducts a comprehensive and in-depth analysis of rural e-commerce. Rural e-commerce is currently facing a series of severe problems, such as the low standardization of agricultural products, weak infrastructure, a shortage of professional talents, intense market competition, information asymmetry, inadequate implementation of policies, and an imperfect regulatory system. In response to these dilemmas, this paper proposes an optimization path for building a five-in-one ecosystem of “product upgrading-infrastructure support-talent-driven-market innovation-institutional guarantee”.