“数商兴农”战略下农村电商赋能乡村振兴的机制研究——基于甘肃省张掖市实践

Research on the Mechanism of Rural E-Commerce Empowering Rural Revitalization under the “Digital Commerce for Rural Revitalization” Strategy—A Case Study of Zhangye City, Gansu Province

摘要: 在“数商兴农”战略的大环境下，农村电商变成了助推乡村振兴的关键动力。此文以甘肃省张掖市当作实例，对农村电商为乡村振兴赋能的内在机制展开讨论。从政策扶持、基础设施改进、人才培养和品牌构建这四个方面，来解释农村电商凭借数字化的方式促使农业生产模式转变、对农产品供应链予以优化、拓宽市场途径并推动产业融合的过程。研究表明，张掖市通过建立多层次的政策协同机制、让农村物流与信息化基础设施更加完善、增强电商人才的培养和塑造区域的特色品牌，成功地化解了传统农业发展过程中存在的一些问题，提高了农业全产业链的效率，从而推动了农村经济高质量发展。但是，农村电商发展依然面临着诸多问题，如人才匮乏、政策难以切实落地、物流存在短板以及品牌竞争力不够强等问题。因此，根据现存的一些问题，本文给出了一些优化的策略，包括加强人才培养、让政策精准对接更加完善、加强物流与信息化建设的力度以及推进品牌升级，期望为西部乡村振兴提供能够参考的模式，也为全国的“数商兴农”实践贡献经验。

Abstract: Under the backdrop of the “Digital Commerce for Rural Revitalization” strategy, rural e-commerce has become a key driving force for promoting rural revitalization. This article takes Zhangye City in Gansu Province as an example to discuss the internal mechanism by which rural e-commerce empowers rural revitalization. It explains the process by which rural e-commerce, through digital means, transforms agricultural production models, optimizes the agricultural product supply chain, broadens market channels, and promotes industrial integration from four aspects: policy support, infrastructure improvement, talent cultivation, and brand building. The research shows that Zhangye City has successfully addressed some of the problems existing in the traditional agricultural development process by establishing a multi-level policy coordination mechanism, improving rural logistics and information infrastructure, strengthening the cultivation of e-commerce talents, and shaping regional characteristic brands, thereby enhancing the efficiency of the entire agricultural industrial chain and promoting high-quality rural economic development. However, the development of rural e-commerce still faces many problems, such as a lack of talents, difficulties in implementing policies, shortcomings in logistics, and insufficient brand competitiveness. Therefore, based on the existing problems, this article proposes some optimization strategies, including strengthening talent cultivation, improving the precision of policy alignment, enhancing the construction of logistics and information infrastructure, and promoting brand upgrading, in the hope of providing a reference model for rural revitalization in the western region and contributing experience to the national “Digital Commerce for Rural Revitalization” practice.