数字经济赋能乡村振兴：农村电子商务高质量发展的逻辑、困境与路径

Digital Economy Empowers Rural Revitalization: The Logic, Dilemmas and Paths of High-Quality Development of Rural E-Commerce

摘要: 在数字经济与乡村振兴战略深度融合的背景下，农村电子商务作为连接城乡要素流动、推动农业现代化的关键纽带，其发展质量直接关系到农村经济转型升级与共同富裕目标的实现。本文基于多省份农村电商发展实践，系统梳理了当前农村电子商务在政策支持、市场规模、模式创新等方面的发展现状，运用SWOT-AHP模型剖析其核心优势与现实挑战，发现农村电商存在基础设施区域失衡、农产品标准化缺失、复合型人才匮乏、物流体系效能不足等结构性矛盾。研究提出，应通过构建“数字基建–标准体系–人才矩阵–生态协同”四维发展框架，以数字化技术重构供应链、以品牌化战略提升产品附加值、以协同化机制破解要素约束，为农村电子商务从规模扩张向高质量发展转型提供实践路径，助力农业农村现代化与乡村全面振兴。

Abstract: Against the backdrop of the in-depth integration of the digital economy and the rural revitalization strategy, rural e-commerce acts as a critical link for connecting the flow of urban-rural factors and advancing agricultural modernization. The quality of its development is directly tied to the realization of rural economic transformation and upgrading as well as the goal of common prosperity. Based on the development practices of rural e-commerce in multiple provinces, this paper systematically sorts out the current development status of rural e-commerce in terms of policy support, market scale, and model innovation. By applying the SWOT-AHP model, it analyzes the core advantages and practical challenges of rural e-commerce, and identifies structural contradictions such as the regional imbalance of infrastructure, the lack of standardization for agricultural products, the shortage of interdisciplinary talents, and the insufficient efficiency of the logistics system. The study proposes that a four-dimensional development framework of “digital infrastructure - standard system - talent matrix - ecological collaboration” should be built. Specifically, digital technology should be used to reconstruct the supply chain, a branding strategy should be adopted to enhance the added value of products, and a collaborative mechanism should be established to resolve factor constraints. This is intended to provide a practical path for the transformation of rural e-commerce from scale expansion to high-quality development, thereby contributing to the modernization of agriculture and rural areas and the all-round revitalization of rural areas.