中国农村电商可持续发展路径研究

Sustainable Development Path of Rural E-Commerce in China

摘要: 在国家大力推进数字中国建设和乡村振兴战略的宏观背景下，农村电商已成为连接城乡市场、激活乡村经济的关键纽带。农村电商近年来在市场规模、基础设施和政策支持等方面取得了显著进展，但依然面临政策执行偏差、产业布局分散、专业人才匮乏、物流成本高企以及数字技术应用浅层化等瓶颈。为突破这些制约因素，本文提出应从政策、产业、人才、物流与技术五大维度协同发力：加强顶层设计，优化精准化政策供给；深化三产融合，打造区域特色品牌；构建多层次人才培养与引进体系；完善县乡村三级物流网络，降低配送成本；推动大数据、人工智能等数智技术深度赋能，实现创新发展。通过政府、企业、农户与平台多方协同、系统推进，构建农村电商可持续发展的长效机制，使其真正成为促进农民增收、实现共同富裕和推动乡村全面振兴的重要力量。

Abstract: Under the macro background of the national vigorous promotion of Digital China construction and the rural revitalization strategy, rural e-commerce has become a key link connecting urban and rural markets and activating the rural economy. In recent years, significant progress has been made in the market scale, infrastructure, and policy support of rural e-commerce; however, it still faces bottlenecks such as policy implementation deviations, scattered industrial layouts, a shortage of professional talent, high logistics costs, and superficial application of digital technologies. To overcome these constraints, this paper proposes coordinated efforts in five dimensions: policy, industry, talent, logistics, and technology. This includes strengthening top-level design and optimizing targeted policy supply; deepening the integration of primary, secondary, and tertiary industries to build regional characteristic brands; establishing multi-level talent cultivation and introduction systems; improving the three-tier logistics network at county, township, and village levels to reduce delivery costs; and promoting deep digital and intelligent empowerment through big data, artificial intelligence, and other technologies to achieve innovative development. By fostering collaboration among governments, enterprises, farmers, and platforms, and advancing systematic implementation, a long-term mechanism for the sustainable development of rural e-commerce can be established, making it a vital force in increasing farmers’ incomes, achieving common prosperity, and promoting the comprehensive revitalization of rural areas.