数字经济与乡村振兴背景下农村电商发展的困境与突破

Dilemmas and Breakthroughs of Rural E-Commerce Development under the Background of Digital Economy and Rural Revitalization

摘要: 本文立足数字经济快速发展与乡村振兴战略深入推进的背景，阐述了农村电商在推动农业农村现代化、促进产业融合、带动农民增收等方面的重要作用，分析了其模式创新、主体多元化等发展现状；重点剖析了当前农村电商面临的突出问题，涵盖产业与供应链层面的产业集聚负面效应、种业企业转型困境、城乡物流网络不协调，主体与能力层面的培训体系不完善、创业资源约束，以及区域发展层面的两极分化、城乡收入差距缩小效应区域异质性；并针对性地从产业与供应链优化、主体与能力提升、区域发展均衡三大方向，提出控制产业集聚规模、助力种业企业转型、促进物流网络协同、开展差异化培训、搭建创业生态网络、强化区域政策扶持、推动产业结构升级等一系列解决举措，为农村电商健康可持续发展、助力乡村振兴提供了实践思路。

Abstract: Against the backdrop of the rapid development of the digital economy and the in-depth advancement of the rural revitalization strategy, this paper elaborates on the important role of rural e-commerce in promoting the modernization of agriculture and rural areas, advancing industrial integration, and increasing farmers’ income. It analyzes the current development status of rural e-commerce, including model innovation and diversified main players. The paper focuses on dissecting the prominent problems faced by rural e-commerce, such as the negative effects of industrial agglomeration, the transformation dilemmas of seed enterprises, and the disharmony between urban-rural logistics networks at the industrial and supply chain level; the imperfect training system and constraints on entrepreneurial resources at the subject and capability level; as well as the bipolar development and regional heterogeneity in narrowing the urban-rural income gap at the regional development level. Corresponding solutions are proposed from three major directions: optimizing the industry and supply chain, enhancing the capabilities of subjects, and balancing regional development. These measures include controlling the scale of industrial agglomeration, supporting the transformation of seed enterprises, promoting the coordination of logistics networks, conducting differentiated training, building a comprehensive entrepreneurial ecosystem, strengthening regional policy support, and advancing industrial structure upgrading. The research provides practical ideas for the healthy and sustainable development of rural e-commerce and its contribution to rural revitalization.