乡村振兴背景下甘肃农村电商发展研究

Rural E-Commerce Development in Gansu Province under the Background of Rural Revitalization

摘要: 在乡村振兴战略深入实施的背景下，农村电商作为连接城乡要素流动、激活农村经济活力的重要载体，正逐步成为推动乡村全面振兴的重要力量。本文以甘肃农村电商的发展为研究对象，从基础设施建设、电商服务体系、电商规模扩张与模式创新等方面梳理了其发展现状，指出当前农村电商在人才供给、物流配送、品牌建设和政策支持等方面仍面临诸多瓶颈。基于此，文章进一步提出加强电商人才支撑、健全物流体系、优化营销渠道与品牌建设机制、强化政策引导与资金保障等对策建议。研究表明，甘肃农村电商已逐步形成“多点发力、协同推进”的发展格局，但要实现农村经济结构转型与农民持续增收目标，仍需多方联动、制度创新和资源整合。本研究为西部欠发达地区探索适应自身条件的农村电商发展路径，提供了实践参考与理论支撑。

Abstract: Under the context of the deepening implementation of the Rural Revitalization Strategy, rural e-commerce, as a crucial vehicle for connecting urban and rural factor flows and stimulating rural economic vitality, is gradually becoming an important force in promoting comprehensive rural revitalization. Taking Gansu Province as a case study, this paper examines the development trajectory of rural e-commerce in terms of infrastructure construction, service networks, scale expansion, and model innovation. The study identifies persistent challenges, including talent shortages, inadequate logistics capacity, weak brand awareness, and insufficient policy and financial support. In response, it proposes targeted strategies involving strengthening the support for e-commerce talents, improving the logistics system, optimizing marketing channels and brand building mechanisms, and enhancing policy guidance and financial support. Research indicates that rural e-commerce in Gansu has progressively evolved into a development pattern characterized by “multi-point breakthroughs and coordinated advancement”. However, achieving the goals of transforming the rural economic structure and ensuring sustained increases in farmers’ income still requires multi-stakeholder collaboration, institutional innovation, and resource integration. This study provides both theoretical insights and policy implications for enhancing rural e-commerce in less-developed western regions of China.