数字赋能乡村振兴：农村电商发展的困境破解与路径优化

Digital Empowerment for Rural Revitalization: Solving the Dilemma and Optimizing the Path of Rural E-Commerce Development

摘要: 随着数字化、智能化程度不断发展，为适应当前的发展趋势，推动农村电商的迅速发展，需要结合乡村振兴战略的发展背景，与数字经济发展相融合，共同推动农业农村现代化转型。通过调查研究发现，目前农村电商的发展仍然存在品牌同质化程度高，营销渠道单一，物流成本比较高，数字化人才短缺等问题。因此，针对以上问题，本文通过数字技术赋能品牌价值提升，建立基于消费大数据的渠道融合创新；构建城乡双向物流网络，增强供应链韧性；创新“电子商务领袖 + 数字农民”梯级培养模式，为推动农村电子商务发展提供理论和实践路径，对实现农业数字化转型和乡村产业振兴具有重要参考价值。

Abstract: With the continuous development of digitalization and intelligence, in order to adapt to the current development trend and promote the rapid development of rural e-commerce, it is necessary to com-bine the development background of the rural revitalization strategy and integrate with the development of the digital economy to jointly promote the modernization transformation of agriculture and rural areas. Through investigation and research, it is found that the current development of rural e-commerce still has problems such as high brand homogeneity, single marketing channels, relatively high logistics costs, and shortage of digital talents. Therefore, in response to the above problems, this paper empowers the enhancement of brand value through digital technology and establishes channel integration innovation based on consumer big data: Building a two-way logistics network between urban and rural areas to enhance the resilience of the supply chain; innovating a tiered training model of “e-commerce leaders + digital farmers” to provide theoretical and practical paths for promoting rural e-commerce development, which has significant reference value for achieving digital transformation of agriculture and rural industrial revitalization.