电子商务赋能乡村振兴的路径与策略研究：基于网络营销视角

Research on the Pathways and Strategies of E-Commerce Empowering Rural Revitalization: A Perspective from Online Marketing

摘要: 在数字经济快速发展的背景下，电子商务已成为推进乡村振兴战略实施的重要动力。本文基于网络营销的视角，系统梳理了电子商务在乡村振兴过程中的发展现状，重点分析当前发展中面临的结构性矛盾、品牌建设短板、基础设施滞后以及数字人才匮乏等现实困境。基于上述问题，本文提出从优化区域资源配置、强化品牌价值表达、推动供应链体系与技术深度融合、完善数字人才培养体系等方面构建破解路径与优化策略，为提升乡村电商发展质量、促进城乡要素融合与农业农村现代化提供理论支撑与实践参考。研究认为，构建多元主体协同、高效可持续发展的网络营销体系，是推动乡村经济实现高质量发展的关键。

Abstract: Against the backdrop of rapid development in the digital economy, e-commerce has become a vital driving force for advancing the rural revitalization strategy. This paper systematically reviews the current development status of e-commerce in the process of rural revitalization from the perspective of online marketing, with a focus on analyzing the structural contradictions, shortcomings in brand building, infrastructure lag, and digital talent scarcity encountered in its development. Based on these challenges, the study proposes pathways and optimization strategies centered on optimizing regional resource allocation, strengthening brand value expression, promoting deep integration of supply chain systems and technology, and improving the digital talent cultivation system. These efforts aim to enhance the quality of rural e-commerce development and facilitate the integration of urban and rural factors as well as the modernization of agriculture and rural areas, providing theoretical support and practical guidance. The research concludes that constructing a multi-stakeholder, collaborative, efficient, and sustainable online marketing system is key to promoting high-quality development of the rural economy.