乡村振兴背景下农产品电商发展的现状、困境及对策研究

Research on the Current Situation, Challenges, and Countermeasures of Agricultural Product E-Commerce Development in the Context of Rural Revitalization

摘要: 在乡村振兴战略深入推进的背景下，农产品电商作为连接小农户与大市场的重要桥梁，已成为推动农业现代化、促进农民增收的关键路径。通过系统梳理当前农产品电商在政策完善、模式创新等方面的发展现状，深入剖析其管控不足、人才短缺、竞争力弱、设施滞后的现实困境，进而从体系健全、人才培养、品牌打造、设施完善四个方面提出对策建议，以期为构建高质量、可持续的农产品电商生态提供理论参考与实践指引。

Abstract: Against the backdrop of the deepening implementation of the rural revitalization strategy, agricultural product e-commerce has become a critical pathway for advancing agricultural modernization and increasing farmers’ income by bridging small-scale farmers and broader markets. Through a systematic review of the current development status of agricultural product e-commerce in terms of policy improvement and model innovation, this study delves into its practical challenges, including regulatory gaps, talent shortages, weak competitiveness, and infrastructure deficiencies. Corresponding countermeasures are proposed across four dimensions: enhancing institutional frameworks, cultivating professional talent, building strong brands, and improving infrastructure. The findings aim to provide theoretical references and practical guidance for constructing a high-quality and sustainable ecosystem for agricultural product e-commerce.