乡村振兴视角下苏北农村电商发展现状及提升路径研究

Research on the Current Development Status and Improvement Paths of Rural E-Commerce in Northern Jiangsu from the Perspective of Rural Revitalization

摘要: 伴随信息化程度不断提高，农村电商逐渐成为带动乡村振兴产业发展的新动能，在推动乡村产业振兴、带动农民就业和增加收入方面发挥了重要作用。近年来，苏北地区凭借农业产业和资源优势，农村电商发展势头良好，但仍面临农产品品牌效应不强、物流基础设施建设不完善、专业人才缺乏和地方政府治理能力有限等问题。文章全面分析了苏北地区农村电商发展现状，研究了乡村振兴战略下农村电子商务面临的挑战，设计了强化品牌建设、健全物流配送系统、打造高水平人才队伍、完善治理监管体系的发展路径，旨在进一步推动苏北农村电商高质量发展。此外，文章为以苏北城市为代表的中小城市加快发展农村电商，推进乡村振兴战略提供了参考。

Abstract: With the deepening penetration of information technology, rural e-commerce has evolved into an emerging economic engine propelling rural industrial revitalization, demonstrating critical significance in stimulating agricultural modernization, expanding employment opportunities, and augmenting farmer income. In recent years, the Northern Jiangsu region has achieved preliminary progress in rural e-commerce development by leveraging its agricultural resources and comparative advantages. However, persistent challenges remain, including deficient agricultural branding efficacy, underdeveloped logistics infrastructure, acute shortage of specialized talent, and constrained local governance capacities. This study conducts a comprehensive examination of the developmental status of rural e-commerce in Northern Jiangsu through multidimensional analysis. It systematically investigates strategic bottlenecks under China’s Rural Revitalization framework and proposes an integrated optimization pathway.