数字赋能视角下农村电商助力乡村振兴的路径探析

Pathways for Rural E-Commerce to Facilitate Rural Revitalization from the Perspective of Digital Empowerment

摘要: 在实施乡村振兴战略的背景下，农村电商作为连接城乡市场的重要纽带，正通过数字技术的深度应用展现出新的发展活力。本研究从数字赋能的视角出发，重点探讨了数字技术如何赋能农村电商发展，并在此基础上探索其推动乡村振兴的有效路径。研究发现，数字技术通过重构农产品流通体系、优化资源配置效率、创新乡村治理模式三个关键维度，为农村电商发展提供了新的动能。然而，当前农村电商发展仍面临着数字基础设施不均衡、专业人才储备不足、市场竞争激烈等多重挑战。针对这些问题，本文提出了“技术赋能–主体培育–生态优化”的协同发展路径，建议从完善数字基础设施、健全人才培养体系、打造特色农产品品牌等方面着手，构建可持续发展的农村电商生态系统。研究为理解数字时代农村电商与乡村振兴的互动关系提供了新的理论视角，也为相关政策制定提供了有益参考。

Abstract: Under the strategic backdrop of rural revitalization, rural e-commerce has emerged as a critical link connecting urban and rural markets, demonstrating renewed developmental vitality through the deep integration of digital technologies. From the perspective of digital empowerment, this study systematically examines how digital technologies facilitate the growth of rural e-commerce and explores effective pathways for promoting rural revitalization. The findings reveal that digital technologies invigorate rural e-commerce through three key dimensions: restructuring agricultural product distribution systems, optimizing resource allocation efficiency, and innovating rural governance models. Nevertheless, challenges persist, including uneven digital infrastructure, insufficient professional talent, and fierce market competiton. To address these issues, this study proposes a synergistic development framework of “technological empowerment-stakeholder cultivation-ecosystem optimization”, advocating for measures such as enhancing digital infrastructure, establishing robust talent training systems, and building distinctive agricultural brands to foster a sustainable rural e-commerce ecosystem. The research provides novel theoretical insights into the interplay between rural e-commerce and rural revitalization in the digital era, while offering valuable policy implications.