乡村振兴背景下农村电商发展的风险及法律规制

Risks and Legal Regulations of Rural E-Commerce Development under the Background of Rural Revitalization

摘要: 在乡村振兴战略全面实施的时代背景下，农村电商作为助力农业现代化、加速城乡经济要素双向流通的关键支撑，正在成为我国农村经济发展的新引擎。其在拓展农产品售卖路径、提升农民收入水平、完善产业结构布局等方面彰显显著价值。然而，农村电商在快速发展的同时，也暴露出隐私权与知识产权保护不足、经营主体准入不规范、电子合同效力不明及消费者维权困难等多重法律风险。本文通过全面梳理农村电商发展态势，深入分析其在乡村振兴进程中的法律风险表现与成因，进而探寻适配的法律规制路径。研究认为，应从完善立法体系、健全行政监管与司法保障机制、强化行业自律与平台治理、加强法律服务与普法教育等方面入手，搭建适配农村电商发展特质的法治化治理体系，以实现农村电商的规范化、可持续化发展，为乡村振兴战略持续推进提供稳固的法治支撑。

Abstract: Against the backdrop of the comprehensive implementation of the rural revitalization strategy, rural e-commerce, as a key support for promoting agricultural modernization and accelerating the two-way circulation of economic factors between urban and rural areas, is becoming a new engine for the development of China’s rural economy. It has demonstrated significant value in expanding the sales channels of agricultural products, increasing farmers’ income levels, and improving the industrial structure and layout. However, while rural e-commerce is developing rapidly, it has also exposed multiple legal risks, including insufficient protection of privacy rights and intellectual property rights, non-standard access for business entities, unclear validity of electronic contracts, and difficulties for consumers in safeguarding their rights. This article comprehensively reviews the development trend of rural e-commerce, deeply analyzes the legal risk manifestations and causes of it in the process of rural revitalization, and then explores the appropriate legal regulatory path. The research suggests that efforts should be made to establish a legal governance system that suits the development characteristics of rural e-commerce by starting from improving the legislative system, perfecting the administrative supervision and judicial guarantee mechanism, strengthening industry self-discipline and platform governance, and enhancing legal services and popularization of law education, so as to achieve the standardized and sustainable development of rural e-commerce and provide a solid legal support for the continuous advancement of the rural revitalization strategy.