数字经济背景下农村电商发展的现实困境与对策

The Real Dilemmas and Countermeasures of Rural E-Commerce Development in the Context of Digital Economy

摘要: 随着数字经济的兴起与蓬勃发展以及不断出台的惠农政策为农村电商带来了发展契机与条件，电商在农村经济转型升级与助力乡村振兴中成为关键力量。然而，农村电商经济仍面临着诸多困境，如基础配套设施不完善、高素质电商人才短缺、智能化物流体系不够健全等方面问题。基于此，本文通过剖析以上困境，针对性地提出应对策略，包括加大农村数字基础设施投入、优化多元主体参与培育引进高素质复合型电商人才、构建城乡双向物流网络，为推动农村电商发展提供理论和现实路径，以期可以促进我国农村电商产业的可持续发展。

Abstract: With the rise and vigorous development of the digital economy and the continuous introduction of pro-agriculture policies, rural e-commerce has been presented with development opportunities and conditions. E-commerce has become a key force in the transformation and upgrading of the rural economy and in promoting rural revitalization. However, rural e-commerce still faces many difficulties, such as incomplete basic supporting facilities, shortage of high-quality e-commerce talents, and an insufficiently developed intelligent logistics system. Based on this, this paper analyzes the above-mentioned difficulties and proposes targeted strategies, including increasing investment in rural digital infrastructure, optimizing the participation of multiple subjects to cultivate and introduce high-quality and compound e-commerce talents, and building a two-way logistics network between urban and rural areas. This provides theoretical and practical paths for promoting the development of rural e-commerce, with the aim of promoting the sustainable development of China’s rural e-commerce industry.