乡村振兴背景下农村电商高质量发展路径研究

Research on the High-Quality Development Pathways of Rural E-Commerce under the Background of Rural Revitalization

摘要: 在乡村振兴战略深入推进与数字经济蓬勃发展的双重驱动下，农村电商已从最初的农产品流通补充渠道，成长为激活农村资源要素、推动县域经济增长、促进农民增收的核心引擎。本文在梳理当前农村电商发展现状的基础上，深入剖析了其迈向高质量发展过程中所面临的基础设施短板、品牌与供应链困境、人才瓶颈及监管与服务滞后等核心问题。进而，从夯实基础设施、构建现代化供应链体系、强化人才支撑、优化政策与服务环境四个维度，系统性地提出了推动农村电商高质量发展的实施路径，以期为乡村振兴背景下农村电商可持续发展提供理论参考与实践借鉴。

Abstract: Driven by the deepening implementation of the rural revitalization strategy and the robust development of the digital economy, rural e-commerce has evolved from a supplementary channel for agricultural product distribution into a pivotal engine for activating rural resource elements, driving county-level economic growth, and increasing farmers’ incomes. Based on an overview of the current development status of rural e-commerce, this paper conducts an in-depth analysis of the core challenges it faces in transitioning towards high-quality development, including infrastructure deficiencies, brand development and supply chain difficulties, talent shortages, and lagging regulation and services. Furthermore, it systematically proposes implementation pathways to promote the high-quality development of rural e-commerce from four dimensions: strengthening infrastructure, building a modern supply chain system, enhancing talent support, and optimizing the policy and service environment. The aim is to provide theoretical insights and practical guidance for the sustainable development of rural e-commerce in the context of rural revitalization.