新质生产力视角下农村电商发展研究

Research on the Development of Rural E-Commerce from the Perspective of New Quality Productive Forces

摘要: 新质生产力是对马克思主义生产力理论的创新性拓展，强调劳动者、劳动资料、劳动对象及其优化组合的质态跃升。本文基于新质生产力的理论框架，从劳动者、劳动资料、劳动对象三个维度分析其对农村电商的赋能机制，梳理了基础设施建设、交易方式创新、营销方式变革三条实践路径，并指出当前农村电商在基础设施供给、复合型人才培养、品牌标准化建设方面存在的突出问题。针对上述问题，从构建多元投资机制、深化产教融合、推进农产品品牌化标准化建设三个方面提出对策建议。农村电商的高质量发展，有赖于新质生产力三要素的协同提升与制度环境的持续优化。

Abstract: New Quality Productive Forces (NQPF) represents an innovative extension of Marxist productivity theory, emphasizing qualitative advances in the labor force, the means of production, the objects of labor, and their optimized combination. This paper applies this theoretical framework to analyze the empowerment mechanisms of it for rural e-commerce from the three dimensions of the labor force, the means of production, and objects of labor, and identifies three practical pathways: digital infrastructure construction, transaction model innovation, and marketing transformation. It further highlights key constraints on current e-commerce development, including inadequate infrastructure, a shortage of digitally skilled workers, and weak agricultural branding and product standardization. In response, the paper recommends diversified investment mechanisms, deeper integration between industry and vocational education, and systematic efforts to elevate agricultural product branding and quality standards. High-quality development in rural e-commerce ultimately hinges on the coordinated upgrading of all three productive factors of new quality productive forces and continuous improvement in the institutional environment.