数字经济背景下农村电商助力乡村振兴的路径研究

Research on the Path of Rural E-Commerce Promoting Rural Revitalization in the Context of Digital Economy

摘要: 随着数字经济时代的到来，农村电商作为新兴商业模式，在推动乡村振兴战略实施中发挥着重要作用。本文聚焦于数字经济背景下农村电商助力乡村振兴的路径展开深入研究。首先，阐述数字经济为农村电商发展的重要作用，包括电商规模扩大、农民收入增加等方面的机遇。接着，分析当前农村电商在助力乡村振兴过程中所遇到的困境，诸如基础设施薄弱、人才短缺、产品品牌意识淡薄等问题。随后，重点探讨了通过加强数字基础设施建设、培育电商专业人才、打造特色农产品品牌等多维度路径，以提升农村电商发展水平，强化其对乡村振兴的促进作用。

Abstract: With the advent of the digital economy era, rural e-commerce, as an emerging business model, plays a significant role in promoting the implementation of the rural revitalization strategy. This article focuses on an in-depth study of the paths through which rural e-commerce contributes to rural revitalization in the context of the digital economy. Firstly, it elaborates on the crucial role of the digital economy in the development of rural e-commerce, including opportunities such as the expansion of e-commerce scale and the increase in farmers’ income. Then, it analyzes the difficulties encountered by rural e-commerce in promoting rural revitalization, such as weak infrastructure, shortage of talents, and weak brand awareness of products. Subsequently, it focuses on discussing multiple-dimensional paths, including strengthening digital infrastructure construction, cultivating professional e-commerce talents, and creating characteristic agricultural product brands, to enhance the development level of rural e-commerce and strengthen its promoting effect on rural revitalization.