电商在促进农村地区乡村振兴中的作用研究

Research on the Role of E-Commerce in Promoting Rural Revitalization in Rural Areas

摘要: 电子商务作为数字经济时代的核心驱动力，正通过重构生产要素配置方式、激活乡土社会内生动力、重建乡村文化价值认同三重协同机制，深刻改变中国乡村发展轨迹。本研究基于城乡融合理论与技术嵌入性视角，构建“经济资本转化–人力资本激活–文化资本再生产”理论模型，采用多案例比较与政策话语分析方法，系统阐释电商技术如何与其他要素协同形成“产业升级–人才回嵌–文化再生”的辩证统一路径。研究发现，农村电商通过压缩传统流通环节实现价值链权力再分配，依托低创业门槛特性培育兼具数字素养与乡土情怀的新农人群体，借助场景化营销将地方性知识转化为文化资本，最终助力构建产业兴旺与社会治理的共生系统。然而，基础设施的区域梯度失衡、数字鸿沟的代际深化、产业生态的系统性脆弱等结构性矛盾仍制约技术赋能的可持续性。基于此，研究提出“制度精准供给–平台责任重构–主体能力激活”三维治理框架，为探索中国特色农业农村现代化道路提供理论参照与实践范式。

Abstract: As a core driver in the era of the digital economy, e-commerce is profoundly reshaping the trajectory of rural development in China through a triple synergistic mechanism: reconfiguring the allocation of production factors, activating endogenous dynamics within rural societies, and rebuilding cultural value identification. Drawing on theories of urban-rural integration and the perspective of technological embeddedness, this study constructs a theoretical model of “economic capital transformation-human capital activation-cultural capital reproduction.” Utilizing multi-case comparative analysis and policy discourse analysis, it systematically elucidates how e-commerce technology synergizes with other elements to forge a dialectically unified pathway of “industrial upgrading-talent re-embedding cultural regeneration.” The research finds that rural e-commerce achieves a redistribution of power within the value chain by compressing traditional circulation links. Leveraging its characteristic of low entrepreneurial barriers, it cultivates a cohort of new-type farmers possessing both digital literacy and local attachment. Furthermore, contextualized marketing transforms local knowledge into cultural capital. Ultimately, it contributes to constructing a symbiotic system integrating industrial prosperity and social governance. However, structural contradictions persist, constraining the sustainability of technological empowerment. These include regional disparities in infrastructure, the intergenerational deepening of the digital divide, and the systemic fragility of the industrial ecosystem. Based on these findings, the study proposes a three-dimensional governance framework of “targeted institutional provision-platform responsibility restructuring-actor capability activation.” This framework aims to provide a theoretical reference and practical paradigm for exploring a distinctively Chinese path to agricultural and rural modernization.