农村电商经济发展路径研究分析

Research and Analysis on the Development Path of Rural E-Commerce Economy

摘要: 在数字经济深度渗透与乡村振兴战略全面推进的双重背景下，农村电商作为连接城乡市场、激活乡村产业、促进农民增收的核心纽带，已成为推动农村经济高质量发展的新引擎。当前，我国农村电商经历了快速扩张期，逐步从“粗放式发展”向“精细化运营”转型，但在发展过程中仍面临基础设施薄弱、产业链不完善、人才短缺、品牌竞争力不足等突出困境，制约了其可持续发展与助农效应的充分释放。本文基于农村电商经济发展的现状，明确其发展核心痛点，从基础设施、产业链、人才培育、品牌建设、政策保障五个维度，构建清晰可行的发展路径，为推动农村电商经济提质增效、助力乡村振兴提供理论参考与实践指引。

Abstract: Against the backdrop of deep digital economy integration and comprehensive rural revitalization initiatives, rural e-commerce has emerged as a pivotal force driving high-quality economic development in rural areas. Serving as a vital link between urban and rural markets, it revitalizes local industries and boosts farmers’ incomes. While China’s rural e-commerce sector has transitioned from rapid expansion to refined operations, persistent challenges—including inadequate infrastructure, fragmented supply chains, talent shortages, and weak brand competitiveness—continue to hinder sustainable growth and maximize its agricultural support potential. This study identifies core development bottlenecks within the current landscape of rural e-commerce, proposing actionable strategies across five dimensions: infrastructure enhancement, industrial chain optimization, talent cultivation, brand building, and policy support. The findings provide theoretical foundations and practical guidance for elevating rural e-commerce efficiency and advancing rural revitalization efforts.