马克思实践观视域下农村电商发展的瓶颈审视和路径选择

Analysis of Hindrance and Path Selection of Rural E-Commerce Development under the Perspective of Marx’s Theory of Practice

摘要: 从马克思实践观的角度，分析农村电商的实践主体、实践中介、实践客体，揭示当前电商发展对推动农村经济增长和促进就业的重大意义。进而审视其实践过程中的现实瓶颈：数字鸿沟中的能力失灵；电商工具的“异化”与“排他性”；产品与市场的双重反噬。并基于此，从主体赋能、中介优化、客体重塑三个方面提出发展路径，为农村电商的可持续发展提供路径指导。

Abstract: From the perspective of Marx’s theory of practice, this study analyzes the practical subjects, intermediaries, and objects in rural e-commerce development, highlighting its crucial role in driving rural economic growth and employment. It further examines real hindrance: capability gaps in the digital divide; the “alienation” and “exclusivity” of e-commerce tools, and the dual backlash from products and markets. Based on these findings, the paper proposes three developmental pathways: empowering digital skills of farmers, optimizing intermediaries, and reshaping value to provide actionable guidance for sustainable rural e-commerce development.