乡村振兴背景下小农户对接电商市场的困境及优化策略

Challenges and Optimization Strategies for Small Farmers’ E-Commerce Market Access under Rural Revitalization

摘要: 在乡村振兴建设背景下，农村电商的发展已成为推动我国农业农村发展，引领农村产业结构调整，繁荣农村经济，促进农民增收的重要途径。大国小农是我国农业发展的基本国情，当前农村地区发展电商的基础设施相对落后，信息化技术和经营人才缺乏，小农户从事电商还面临规模和组织困境，在乡村振兴下为推进农村电商的发展，地方政府从健全农村电商发展政策和服务支持体系、完善基础设施，加强小农户电商经营能力和数字技术普及培训，创新小农户电商参与的形式，打造特色品牌等多个维度进行发力，推动农村电商的发展和乡村全面振兴。

Abstract: Under the background of rural revitalization construction, the development of rural e-commerce has become an important way to promote the development of agriculture and rural areas in China, lead the adjustment of rural industrial structure, prosper rural economy, and increase farmers’ income. The basic national condition for the development of agriculture in China is the large country and small farmers. Currently, the infrastructure for developing e-commerce in rural areas is relatively backward, and there is a lack of information technology and management talents. Small farmers engaged in e-commerce still face difficulties in terms of scale and organization. In order to promote the development of rural e-commerce under rural revitalization, local governments have made efforts from multiple dimensions, such as improving rural e-commerce development policies and service support systems, improving infrastructure, strengthening the e-commerce management capabilities of small farmers and digital technology popularization and training, innovating the forms of participation of small farmers in e-commerce, and creating characteristic brands, to promote the development of rural e-commerce and comprehensive rural revitalization.