数智时代农村电商服务乡村振兴的现实挑战与实践路径

Real Challenges and Practical Path of Rural E-Commerce Service for Rural Revitalization in the Digital and Intelligent Era

摘要: 在数智时代大背景下，科学技术迎来革新，这推动了农村电商的发展，使之成为乡村振兴战略的重要载体。本文基于马克思主义生产力与生产关系的辩证关系原理，讨论数智时代、农村电商与乡村振兴三者之间的联系与逻辑，结合农村电商发展现状分析出其面对的四大挑战：农村数字基础设施支撑不足、专业人才供需不足、农产品标准化品牌化建设不足、产业链供应链体系不完善并从夯实数字基建、强化人才培育、推进品控塑牌、完善产业链供应链这四个路径对问题进行优化，旨在为数智时代农村电商高质量发展及促进乡村振兴提供理论和实践参考。

Abstract: Against the backdrop of the digital-intelligent era, technological innovation has propelled rural e-commerce to become a pivotal driver of rural revitalization. Grounded in Marxist theory of productive forces and production relations, this study examines the interplay between the digital-intelligent era, rural e-commerce, and rural revitalization. Through analyzing current challenges—poor digital infrastructure, talent shortages, inadequate agricultural product branding, and fragmented supply chains—it proposes four solutions: strengthening digital infrastructure, enhancing talent development, improving quality control and branding, and optimizing supply chains. These recommendations aim to provide theoretical and practical guidance for advancing high-quality rural e-commerce and rural revitalization in the digital-intelligent era.