马克思主义视域下农村电商助力乡村振兴的路径探析

An Analysis of the Paths for Rural E-Commerce to Boost Rural Revitalization from the Perspective of Marxism

摘要: 当今，我国进入中国特色社会主义新时代，经济发展模式已从追求高速增长转变为注重高质量发展。在此背景之下，“三农”问题成为解决我国社会主要矛盾、实现全面建成小康社会目标的关键所在。为此，党的十九大会议明确提出乡村振兴战略这一重大决策，将其作为新时代“三农”工作的核心任务。伴随互联网、数字化技术的迅猛发展，农村电商作为专注于服务“三农”的电子商务业态，以数字化、信息化的手段改变了农村传统的产销模式，更在就业、增收、产业升级等方面为农村发展不断注入新动能，推动我国农业农村经济发展。农村电商并非孤立经济现象，其背后蕴含成熟的马克思主义科学思想体系，为农村电商赋能乡村振兴提供根本性理论支撑。在马克思主义理论的指导下，农村电商不断优化农产品流通、挖掘乡村生态与文化价值，推动乡村振兴见质见效，实现生态效益与经济效益的良性互动，最终实现人的全面发展。

Abstract: Nowadays, China has entered a new era of socialism with Chinese characteristics, and its economic development model has shifted from pursuing high-speed growth to focusing on high-quality development. Against this backdrop, the issues concerning agriculture, rural areas, and farmers (the “Three Rural Issues”) have become crucial to resolving the principal social contradiction in China and achieving the goal of building a moderately prosperous society in all respects. To this end, the 19^th National Congress of the Communist Party of China clearly put forward the rural revitalization strategy as a major decision, taking it as the core task of work related to the “Three Rural Issues” in the new era. With the rapid development of the Internet and digital technologies, rural e-commerce, as an e-commerce format dedicated to serving the “Three Rural Issues”, has transformed the traditional production and sales model in rural areas through digital and information-based means. Moreover, it has continuously injected new impetus into rural development in aspects such as employment, income increase, and industrial upgrading, promoting the economic development of China’s agriculture and rural areas. Rural e-commerce is not an isolated economic phenomenon; behind it lies a mature scientific ideological system of Marxism, which provides fundamental theoretical support for rural e-commerce to empower rural revitalization. Under the guidance of Marxist theory, rural e-commerce continuously optimizes the circulation of agricultural products, explores the ecological and cultural values of rural areas, promotes the substantive effectiveness of rural revitalization, realizes the positive interaction between ecological benefits and economic benefits, and ultimately achieves the all-round development of people.