吉林农村电商发展困境及对策探析

Analysis of the Development Dilemmas and Countermeasures of Rural E-Commerce in Jilin

摘要: 随着电子商务的快速发展，与乡村振兴的时代背景下，农村电商作为新业态不仅拓宽了农村经济的市场空间，而且在一定程度上带动农民增收、推动农村产业结构升级。吉林作为农业大省，拥有富饶的黑土地等自然资源，在农村电商的发展中具有一定潜力。然而，目前吉林农村电商面临基础设施薄弱、人才流失严重、品牌建设不足的问题。本文通过数据与文献分析，对吉林农村电商目前面临的困境进行深入探讨，并提出相应的对策，为吉林农村电商的发展提供参考。

Abstract: With the rapid expansion of e-commerce and against the broader backdrop of China’s rural revitalization strategy, rural e-commerce—emerging as a novel business model—not only broadens the market horizons of the rural economy but also contributes significantly to increasing farmers’ incomes and facilitating the upgrading of rural industrial structures. As one of China’s major agricultural provinces, Jilin is endowed with abundant natural resources—most notably its fertile black soil—conferring substantial potential for advancing rural e-commerce. Nevertheless, rural e-commerce development in Jilin currently faces multiple constraints, including underdeveloped infrastructure, severe outflow of skilled talent, and insufficient brand development capabilities. Drawing upon data analysis and a comprehensive literature review, this paper conducts an in-depth examination of the key challenges confronting rural e-commerce in Jilin and proposes targeted, actionable countermeasures—aiming to provide a practical reference for fostering the sustainable development of rural e-commerce in the province.