新质生产力背景下农村电商助力乡村建设的实践路径探析

Exploring Practical Pathways for Rural E-Commerce to Support Rural Development under the Framework of New Quality Productivity

摘要: 新质生产力作为推动社会进步和经济发展的核心力量，核心内涵体现为技术颠覆性创新、数据要素化、要素配置优化三大特征。在此背景下，农村电商助力乡村建设主要体现在经济层面、文化层面以及社会层面。然而，在此背景下，农村电商助力乡村建设过程存在数字技术应用不足，数字化转型滞后、产品标准化程度低，品牌化建设薄弱、专业人才短缺，产品销售不畅等现实问题。基于此，要完善基础设施建设，加大数字技术投入、促进产品标准化与品牌化建设、内培外引，培养农村电商专业人才。

Abstract: As the core force driving social progress and economic development, new productive forces embody three major characteristics: disruptive technological innovation, data elementalization, and optimized factor allocation. In this context, the role of rural e-commerce in promoting rural construction is primarily manifested at the economic, cultural, and social levels. However, against this backdrop, there are practical issues in the process of rural e-commerce facilitating rural construction, such as insufficient application of digital technology, lagging digital transformation, low product standardization, weak brand building, shortage of professional talents, and poor product sales. Based on this, it is necessary to improve infrastructure construction, increase investment in digital technology, promote product standardization and brand building, cultivate rural e-commerce professionals through internal training and external introduction.