乡村振兴战略视域下农村电商高质量发展路径研究

Research on the Pathways for High-Quality Development of Rural E-Commerce from the Perspective of Rural Revitalization Strategy

摘要: 在乡村振兴战略深入推进的背景下，农村电商作为推动农业农村现代化、促进农民增收与产业升级的重要抓手，正迎来前所未有的发展机遇。本文从乡村振兴的视角出发，系统分析了农村电商在优化产业结构、带动经济增长、推动农业现代化和助力绿色发展等方面的重要意义，并深入剖析了当前农村电商在发展过程中面临的监管薄弱、人才匮乏、品牌建设不足、物流体系滞后等突出问题。在此基础上，提出了完善法律法规、加强人才培养、打造品牌产品、优化物流体系等推动农村电商高质量发展的路径建议，以期为农村电商的健康可持续发展提供理论参考与实践指导。

Abstract: Against the backdrop of the deepening implementation of the Rural Revitalization Strategy, rural e-commerce, as a crucial driver for advancing agricultural and rural modernization, increasing farmers’ income, and promoting industrial upgrading, is encountering unprecedented development opportunities. From the perspective of rural revitalization, this paper systematically analyzes the significant role of rural e-commerce in optimizing industrial structure, stimulating economic growth, advancing agricultural modernization, and supporting green development. It also delves into prominent issues currently hindering its progress, such as inadequate regulatory frameworks, a shortage of skilled talent, insufficient brand building, and lagging logistics systems. On this basis, the study proposes pathways to promote the high-quality development of rural e-commerce, including improving laws and regulations, strengthening talent cultivation, building branded products, and optimizing logistics systems, with the aim of providing theoretical reference and practical guidance for the healthy and sustainable development of rural e-commerce.