数字经济赋能苏南农村电商发展的挑战与实践路径

Challenges and Practical Pathways for the Development of Rural E-Commerce in Southern Jiangsu Enabled by Digital Economy

摘要: 本研究聚焦数字经济视域下苏南地区农村电商发展，剖析其现状、挑战并提出对策。数字经济通过技术渗透与模式创新，构建起效率提升、渠道拓展与增收驱动的三维赋能体系，推动苏南农村电商形成“平台直供”“直播带货”“文旅融合”三大创新模式。然而，发展面临基础设施薄弱、人才短缺、品牌溢价不足等问题。研究提出“四位一体”优化路径，包括建设智慧物流体系、构建数字素养培育体系、实施品牌强农战略、搭建数字治理平台，为苏南农村电商突破发展瓶颈提供解决方案。未来，随着数字技术向农业全产业链渗透，苏南农村电商将呈现技术融合深化、产业生态升级、国际竞争力提升等趋势。

Abstract: This study focuses on the development of rural e-commerce in southern Jiangsu under the digital economy paradigm, analyzing its current status, challenges, and proposing countermeasures. The digital economy has constructed a three-dimensional empowerment system encompassing efficiency enhancement, channel expansion, and income growth through technological penetration and model innovation, driving the formation of three innovative rural e-commerce models in southern Jiangsu: “platform direct supply”, “livestreaming commerce”, and “cultural-tourism integration”. However, development faces challenges including inadequate infrastructure, talent shortages, and insufficient brand premium. The research proposes a “four-pronged” optimization path involving the establishment of smart logistics systems, digital literacy cultivation mechanisms, brand empowerment strategies, and digital governance platforms to address developmental bottlenecks. Looking forward, as digital technologies penetrate the entire agricultural industry chain, southern Jiangsu’s rural e-commerce will demonstrate trends of deepening technological integration, industrial ecosystem upgrading, and enhanced global competitiveness.