乡村振兴视域下农村电商营销的现实困境与发展策略研究

Research on the Realistic Dilemmas and Development Strategies of Rural E-Commerce Marketing from the Perspective of Rural Revitalization

摘要: 农村电商正日益成为推动乡村振兴和农业现代化的关键引擎。然而农村电商营销正面临发展中诸多困境。本研究旨在探讨在国家乡村振兴战略背景下，农村电商营销如何破除困境，从而发挥农村电商数字经济引擎的作用，以推动农村经济的转型升级与农业现代化进程。文章通过分析当前农村电商发展的宏观环境，结合农产品销售的实际情况，系统地识别了农村电商在营销实践中所面临的例如农产品缺乏品牌化运营、复合型人才缺乏等现实困境。最后，文章提出通过科学布局基础设施、积极孵化地域特色品牌以及构建全方位的人才培养体系等发展策略。

Abstract: Rural e-commerce is progressively emerging as a crucial driver for promoting rural revitalization and agricultural modernization. Nevertheless, rural e-commerce marketing is currently confronted with a multitude of challenges during its development. This study intends to investigate how rural e-commerce marketing can surmount these challenges within the framework of the national rural revitalization strategy, thus enabling rural e-commerce to fulfill its role as an engine of the digital economy and drive the transformation and upgrading of the rural economy and the process of agricultural modernization. Through an analysis of the current macro-environment of rural e-commerce development and in combination with the actual situation of agricultural product sales, this article systematically identifies the practical challenges that rural e-commerce encounters in marketing practices, such as the deficiency in brand operation for agricultural products and the scarcity of compound talents. Ultimately, the article puts forward development strategies, including the scientific layout of infrastructure, the active incubation of regional characteristic brands, and the establishment of a comprehensive talent cultivation system.