“数商兴农”背景下农村电商发展创新驱动路径研究

Research on the Innovation-Driven Path of Rural E-Commerce Development in the Context of “Digital Business for Rural Agriculture”

摘要: 在“数商兴农”工程的推动下，农村电商被视为乡村振兴的关键驱动力。本文旨在探讨“数商兴农”背景下农村电商的发展创新驱动路径，推动农村电商实现高质量发展，助力乡村振兴。通过系统梳理国内农村电商研究成果，结合政策环境、技术基础与市场结构，从产业链延伸、模式创新、主体培育等维度进行分析，提出创新驱动路径。研究结果表明，农村电商在促进城乡经济融合、推动农村消费升级方面成效显著，但面临基础设施滞后、产业链条短、人才匮乏等挑战。创新驱动路径包括数字技术赋能、市场机制协同优化、健全知识人才培养机制等。结论指出，农村电商需从政策驱动、要素驱动转向创新驱动、机制驱动，通过系统性重构实现高质量发展，成为引领乡村全面振兴的关键力量。

Abstract: Rural e-commerce is regarded as a key driving force for rural revitalization under the impetus of the “Digital Business for Rural Agriculture” project. The purpose of this paper is to discuss the innovative driving path of rural e-commerce development under the background of “Digital Business for Rural Agriculture”, to promote rural e-commerce to achieve high-quality development and help rural revitalization. By systematically combing the research results of domestic rural e-commerce, combining the policy environment, technological foundation and market structure, we analyze the industry chain extension, model innovation, main body cultivation and other dimensions, and put forward the innovation driving path. The research results show that rural e-commerce is effective in promoting the integration of urban and rural economies and upgrading rural consumption, but faces challenges such as lagging infrastructure, short industrial chain, and lack of talents. The innovation-driven path includes digital technology empowerment, market mechanism synergy optimization, and sound knowledge talent cultivation mechanism. The conclusion points out that rural e-commerce needs to shift from policy-driven and factor-driven to innovation-driven and mechanism-driven, and realize high-quality development through systematic restructuring, so as to become a key force leading the comprehensive revitalization of the countryside.