马克思劳动价值论视域下农村电商高质量发展的路径

The Path of High-Quality Development of Rural E-Commerce from the Perspective of Marx’s Labor Value Theory

摘要: 农村电商在乡村振兴战略中扮演着日益重要的角色，有力地推动了农产品流通与农民增收。但在发展进程中仍然面临产品同质化、产业链协同不足、物流成本高、专业人才短缺等突出问题，本文以马克思劳动价值论为理论根基，剖析指出农村电商本质是马克思劳动价值论在数字时代的具象化实践，进而提出针对性的破局路径：通过挖掘地域特色与数字技术应用推动产品差异化，构建“生产–加工–销售”贯通的全产业链体系提升协作效率，优化冷链物流基建并强化区域品牌建设以降低损耗、提升溢价，同时建立“政校企”联动育人机制，培育复合型电商人才，激活农民主体动能。研究表明，马克思劳动价值论为破解农村电商发展瓶颈提供了科学的理论框架与实践路径，助力其实现从规模扩张到“价值驱动”的高质量发展转型。

Abstract: Rural e-commerce is playing an increasingly important role in the rural revitalization strategy, strongly promoting the circulation of agricultural products and the income increase of farmers. However, in the development process, it still faces prominent problems such as product homogeneity, insufficient industrial chain collaboration, high logistics costs, and shortage of professional talents. Based on Marx’s labor value theory, this paper analyzes and points out that the essence of rural e-commerce is the concrete practice of Marx’s labor value theory in the digital era. Furthermore, it puts forward targeted solutions: promoting product differentiation by tapping regional characteristics and applying digital technologies; building a full industrial chain system integrating “production-processing-sales” to improve collaboration efficiency; optimizing cold-chain logistics infrastructure and strengthening regional brand building to reduce losses and increase premium; and establishing a “government-enterprise-university” joint education mechanism to cultivate composite e-commerce talents and activate the main momentum of farmers. The study shows that Marx’s labor value theory provides a scientific theoretical framework and practical path for solving the development bottlenecks of rural e-commerce, helping it achieve a high-quality development transformation from scale expansion to “value-driven”.