新时代背景下农村电商高质量发展的逻辑必然、现实困境与优化路径研究

Exploration of the Logical Necessity, Practical Dilemmas, and Optimization Paths for the High-Quality Development of Rural E-Commerce in the New Era Context

摘要: 进入新时代以来，数字经济与乡村振兴战略深度融合，农村电商经济作为数字经济的重要组成部分，在激活农村资源优势、拓宽经济发展边界、助力共同富裕领域发挥关键作用，因此其高质量发展成为必然选择。推动农村电商高质量发展，需以新发展理念为评价体系，深入且精准分析农村电商高质量发展在专业人才短缺与营销模式同质化、产业联动不足与城乡发展失调、绿色生产缺失与包污共耗严重、品牌建设滞后与政策有待优化、“数字鸿沟”加剧与利益分配不均的现实困境，进而对标难点、痛点提出具有针对性且有效的优化路径。

Abstract: Since entering the new era, the digital economy has been deeply integrated with the rural revitalization strategy. As a vital component of the digital economy, rural e-commerce plays a key role in activating rural resource advantages, expanding economic development boundaries, and promoting common prosperity. Therefore, its high-quality development has become an inevitable choice. Promoting the high-quality development of rural e-commerce requires adopting a new development philosophy as the evaluation framework. It involves conducting in-depth and precise analyses of the practical challenges faced in this endeavor, including: shortages of professional talent and homogenized marketing models, insufficient industrial synergy and imbalanced urban-rural development, lack of green production and pollution coexisting with severe consumption, lagging brand building and suboptimal policies, as well as the widening “digital divide” and uneven distribution of benefits. Based on these identified difficulties and pain points, targeted and effective optimization pathways should be proposed.