农村电子商务赋能乡村振兴的实践路径

Practical Paths for Rural E-Commerce to Empower Rural Revitalization

摘要: 农村电子商务作为数字经济赋能乡村振兴的核心载体，在拓宽农产品销售渠道、推动农村产业多元化、提升农民生活质量及促进城乡融合等方面发挥着关键作用。当前，我国农村电商呈现平台下沉、主体多元、模式创新的发展态势，但仍面临基础设施与物流网络薄弱、专业人才匮乏、农产品标准化与品牌化建设滞后、政策落实不到位及市场环境不规范等突出问题。为充分释放农村电商的赋能价值，需通过完善县乡村三级物流与数字基础设施、构建“培训 + 引进 + 指导”的人才支撑体系、推进农产品品牌化与标准化建设、优化政策支持与市场监管机制等系统性举措，破解发展瓶颈。实践表明，农村电子商务不仅是农村经济转型的新引擎，更是缩小城乡差距、实现乡村全面振兴与共同富裕的重要路径。

Abstract: As a core carrier for digital economy to empower rural revitalization, rural e-commerce plays a pivotal role in expanding sales channels for agricultural products, promoting the diversification of rural industries, improving farmers’ quality of life and advancing urban-rural integration. At present, China’s rural e-commerce shows a development trend of platform sinking, diversified entities and model innovation, but it still faces prominent problems such as weak infrastructure and logistics networks, shortage of professional talents, lagging construction of agricultural product standardization and branding, inadequate policy implementation and irregular market environment. To fully unleash the empowering value of rural e-commerce, it is necessary to break the development bottlenecks through systematic measures including improving the county-township-village three-level logistics and digital infrastructure, building a talent support system of “training + introduction + guidance”, advancing the branding and standardization of agricultural products, and optimizing policy support and market supervision mechanisms. Practice has proved that rural e-commerce is not only a new engine for rural economic transformation, but also an important path to narrow the urban-rural gap, realize comprehensive rural revitalization and common prosperity.