数字经济背景下农村电商发展的现实困境与对策

The Practical Dilemmas and Countermeasures of Rural E-Commerce Development in the Context of the Digital Economy

摘要: 在数字经济成为经济增长新动能的背景下，大数据、云计算、人工智能与平台经济深度嵌入农业与农村社会，农村电商由“普及试点”迈向“质量提升、可持续发展”的新阶段。其对畅通“农产品上行、工业品下行”、促进农民增收与县域产业升级具有关键意义。然而，实践中仍面临标准体系不健全与品牌价值薄弱、平台依赖过重与能力培育不足、资金供给不足与链路协同受阻等瓶颈，制约了规模化与高质量发展。本文以“现状–困境–策略”为主线，基于政策与平台公开数据，提出从“卖产品”转向“卖标准与品牌”、以内容化与私域化驱动增长、构建多渠道、数智供应链与金融协同体系，为县域与经营主体提供可操作参考。

Abstract: Against the backdrop of the digital economy becoming a new driver of economic growth, big data, cloud computing, artificial intelligence and platform economies are increasingly embedded in agriculture and rural society. Rural e-commerce is shifting from the stage of “universal rollout and pilots” to a new stage of “quality improvement and sustainable development”. It plays a key role in unblocking the “upward flow of agricultural products and downward flow of industrial goods”, boosting farmers’ incomes, and upgrading county-level industries. However, in practice, it still faces bottlenecks such as underdeveloped standard systems and weak brand value, excessive dependence on platforms and insufficient capacity building, as well as inadequate financial support and poor coordination along the supply chain, all of which constrain large-scale and high-quality development. Following the logic of “status quo-challenges-strategies” and drawing on policies and publicly available platform data, this paper proposes: shifting from “selling products” to “selling standards and brands”, driving growth through content-based and private-domain operations, and building an integrated system of multi-channel marketing, data-driven intelligent supply chains and financial collaboration, so as to provide actionable references for county governments and business entities.