农村电商赋能乡村振兴的运行机理与优化路径

The Operation Mechanism and Optimization Path of Rural E-Commerce Empowering Rural Revitalization

摘要: 乡村振兴战略是全面系统性解决农业、农村、农民问题，进而推动农业农村现代化的重大举措，而农村电商则是实现乡村振兴战略的重要驱动力。农村电商赋能乡村产业、人才、文化和生态振兴的运行机理主要表现为数字物流驱动产业升级、电商团队激活人才市场、直播营销协同文化传播以及数字技术构建绿色生态。为有效化解农村电商产业链松散和基础设施滞后等困境，推进电商进村政策的有序实施，基于其赋能乡村振兴的运行机理，农村电商应从物流基建、本土化人才培养和拓展文化传播主体等方面着手，在政府部门的长效监管和政策支持下，设计出科学而规范的优化路径。

Abstract: The rural revitalization strategy is a major measure to comprehensively and systematically solve the problems of agriculture, rural areas and farmers, and then promote the modernization of agriculture and rural areas, while rural e-commerce is an important driving force to realize the rural revitalization strategy. The operation mechanism of rural e-commerce empowering rural industry, talents, culture and ecological revitalization is mainly manifested as digital logistics driving industrial upgrading, e-commerce team activating talent market, live broadcast marketing coordinating cultural communication and digital technology building green ecology. In order to effectively resolve the dilemma of loose industrial chain and backward infrastructure of rural e-commerce, and promote the orderly implementation of the policy of e-commerce entering villages, based on its operation mechanism of empowering rural revitalization, rural e-commerce should start from the aspects of logistics infrastructure, localized talent training and expansion of cultural communication subjects, and design a scientific and standardized optimization path under the long-term supervision and policy support of government departments.