农村电商释放银发群体消费潜能的实践路径研究

Research on Practical Pathways for Rural E-Commerce to Unleash the Consumption Potential of the Silver-Haired Population

摘要: 在乡村振兴与人口老龄化的双重背景下，农村电商借助数字化手段激活银发群体的消费潜能，成为推动城乡经济融合的新引擎，研究把目光聚焦在农村电商与银发消费的融合机制上，深入剖析了当前发展面临的产品适老性不足、服务供需错配、场景创新薄弱、物流效能低下及银发群体数字素养鸿沟等核心瓶颈问题。基于此，研究构建了“产品适配–服务提质–场景创新–物流优化–素养提升”五位一体实践路径，从而弥合数字差距，激活老年消费潜能，为农村电商与银发经济协同发展及乡村振兴提供解决方案。

Abstract: Against the dual backdrop of rural revitalization and population aging, rural e-commerce, leveraging digital means to activate the consumption potential of the silver-haired population, has become a new engine driving urban-rural economic integration. This study focuses on the integration mecha-nism between rural e-commerce and silver-haired consumption, conducting an in-depth analysis of core bottleneck issues currently hindering development. These include insufficient product adaptability for the elderly, mismatch between service supply and demand, weak scenario innovation, low logistics efficiency, and the digital literacy gap among the silver-haired population. Based on this analysis, the study constructs a five-pronged practical pathway: “product adaptation-service quality improvement-scenario innovation-logistics optimization-literacy enhancement.” This integrated approach aims to bridge the digital divide, activate the consumption potential of the elderly, and provide solutions for the synergistic development of rural e-commerce and the silver economy, as well as for rural revitalization.