数字经济赋能乡村振兴：农村电商发展的多维困境与系统性对策探赜

Digital Economy Empowering Rural Revitalization: Exploring the Multi-Dimensional Dilemmas and Systematic Countermeasures of Rural E-Commerce Development

摘要: 近年来，数字经济蓬勃发展，电子商务成为推动乡村振兴的重要引擎，全方位渗透并深刻影响着乡村产业、民生、治理等核心领域。本文系统剖析数字经济通过农村电商推动乡村产业链延伸增值、拓宽农民增收渠道、提升乡村治理精细化水平的内在赋能机制，梳理当前面临的数字基础设施覆盖不均、“软性”数字鸿沟突出、电商人才供需失衡、产业标准化与品牌化滞后、物流体系效率偏低等现实挑战。在此基础上，本文针对性地提出涵盖加强乡村数字与物流基础设施建设、提升居民数字素养、培育本土化电商人才、推进农产品标准化与品牌化发展、创新物流协同模式等多方面的有效路径，旨在充分释放数字经济赋能乡村振兴的潜力，为相关实践提供理论支撑与操作指导，助力乡村实现可持续的全面振兴。

Abstract: In recent years, the digital economy has flourished, and e-commerce has become a crucial engine for promoting rural revitalization, permeating and profoundly influencing core areas such as rural industries, livelihoods, and governance. This paper systematically analyzes the intrinsic empowerment mechanism through which the digital economy, via rural e-commerce, extends and adds value to the rural industrial chain, broadens channels for farmers’ income growth, and enhances the precision of rural governance. It also reviews the current challenges, including uneven coverage of digital infrastructure, prominent “soft” digital divide, imbalance in the supply and demand of e-commerce talents, lagging standardization and branding of industries, and low efficiency of the logistics system. Based on this, the paper proposes effective paths covering multiple aspects such as strengthening digital and logistics infrastructure in rural areas, enhancing residents’ digital literacy, cultivating local e-commerce talents, promoting the standardization and branding of agricultural products, and innovating logistics collaboration models. The aim is to fully unleash the potential of the digital economy in empowering rural revitalization, provide theoretical support and operational guidance for related practices, and assist rural areas in achieving sustainable and comprehensive revitalization.