马克思主义生产力理论视域下农村电商产业发展困境与路径探索

Exploring the Development Challenges and Pathways of Rural E-Commerce Industry from the Perspective of Marxist Productivity Theory

摘要: 推进中国式现代化，必须坚持不懈夯实农业基础，推进乡村全面振兴，乡村要振兴离不开农产品的发展。近年来直播带货风潮四起，农村电子商务作为激活农村经济、缩小城乡差距的重要抓手，迎来发展机遇。本文以马克思主义生产力理论为分析框架，聚焦农村电商产业发展问题。通过阐释该理论核心内涵及与农村电商的耦合逻辑，梳理产业发展历程与整体格局；从生产力要素失衡、产业协同机制缺位、价值分配失衡三方面，剖析产业发展的现实矛盾；根据出现的问题针对性提出最优的路径，为破解农村电商发展困境、推动乡村产业振兴提供理论参考与实践指引。

Abstract: To advance the Chinese path to modernization, it is essential to persistently strengthen the agricultural foundation and promote comprehensive rural revitalization, as rural revitalization cannot be achieved without the development of agricultural products. In recent years, live-streaming e-commerce has gained widespread popularity, and rural e-commerce, as a key driver for activating rural economies and narrowing urban-rural disparities, has ushered in new development opportunities. This paper adopts the Marxist theory of productive forces as an analytical framework, focusing on the development issues of the rural e-commerce industry. By elucidating the core connotations of this theory and its coupling logic with rural e-commerce, it reviews the development trajectory and overall landscape of the industry. From three aspects—imbalanced productive forces, the absence of industrial synergy mechanisms, and uneven value distribution—it analyzes the practical contradictions in industrial development. Based on the identified issues, it proposes optimal solutions to address the developmental challenges of rural e-commerce and provide theoretical references and practical guidance for promoting rural industrial revitalization.