“数商兴农”战略下辽宁省农村电商发展现状及对策研究

Research on the Development Status and Countermeasures of Rural E-Commerce in Liaoning Province under the “Digital Commerce for Rural Revitalization” Strategy

摘要: “数商兴农”是中国乡村振兴重点工程，为农村电商发展带来机遇。“数商兴农”通过数字化、智能化手段深度赋能农业生产环节，不仅显著提升了农业生产的效率与产品质量，更加速了农业产业向精细化、现代化转型，为农业产业升级注入了强劲动力。辽宁省作为农业大省，在“数商兴农”战略下，通过政府政策支持、电商平台与物流体系建设等，农村电商呈现规模增长、直播活跃等良好态势。但仍面临物流成本高、冷链体系不完善，品牌培育不足、产品竞争力弱，电商专业人才匮乏等问题。针对这些问题，应从完善物流体系、加强品牌培育、打造人才培养力度等方面入手，以推动辽宁省农村电商高质量发展，助力乡村振兴。

Abstract: “Digital Commerce for Rural Revitalization” is a key project of China’s rural revitalization, bringing opportunities for the development of rural e-commerce. By deeply empowering agricultural production links through digital and intelligent means, it not only significantly improves the efficiency and product quality of agricultural production, but also accelerates the transformation of the agricultural industry towards refinement and modernization, injecting strong momentum into agricultural industrial upgrading. As a major agricultural province, Liaoning Province, under the “Digital Commerce for Rural Revitalization” strategy, has seen a sound development trend of rural e-commerce, such as scale growth and active live streaming, through government policy support, e-commerce platform and logistics system construction. However, it still faces problems such as high logistics costs, imperfect cold chain systems, insufficient brand cultivation, weak product competitiveness, and shortage of e-commerce professionals. To address these issues, efforts should be made to improve the logistics system, strengthen brand cultivation, and enhance talent training, so as to promote the high-quality development of rural e-commerce in Liaoning Province and boost rural revitalization.