数字平台赋能乡村产业电商化转型的路径与策略

The Path and Strategies for Empowering Rural Industrial Transformation towards E-Commerce through Digital Platforms

摘要: 在乡村振兴战略与数字经济深度交融的时代背景下，农村产业发展迎来全新契机，其中电商化转型成为推动乡村经济增长、实现农民增收的关键路径。当前，乡村产业电商化转型虽已取得一定成果，农村电商交易规模持续扩大且模式不断创新，但仍面临诸多困境，诸如数字基础设施建设滞后、农民数字素养有待提升、产业规模化标准化程度较低以及数字平台与乡村产业融合不充分等问题。数字平台凭借其独特优势，在拓展市场渠道、降低交易成本、促进产业升级和优化资源配置等方面，为乡村产业电商化转型提供了有力支撑。为进一步释放数字平台的赋能潜力，实现乡村产业电商化的高质量发展，需加强数字基础设施建设，提升农民数字素养，推动乡村产业规模化和标准化进程，深化数字平台与乡村产业的融合。

Abstract: In the era of deep integration between the rural revitalization strategy and the digital economy, rural industrial development has ushered in a brand-new opportunity, among which the transformation towards e-commerce has become a key path to promoting rural economic growth and increasing farmers’ income. Currently, although the e-commerce transformation of rural industries has achieved certain results, with the continuous expansion of rural e-commerce transaction scale and the continuous innovation of models, it still faces many difficulties, such as the lagging construction of digital infrastructure, the need to improve farmers’ digital literacy, the relatively low degree of industrial scale and standardization, and the insufficient integration of digital platforms with rural industries. Digital platforms, with their unique advantages, provide strong support for the e-commerce transformation of rural industries in terms of expanding market channels, reducing transaction costs, promoting industrial upgrading, and optimizing resource allocation. To further unleash the empowering potential of digital platforms and achieve high-quality development of rural industry e-commerce, it is necessary to strengthen the construction of digital infrastructure, enhance farmers’ digital literacy, promote the process of industrial scale and standardization in rural areas, and deepen the integration of digital platforms with rural industries.