乡镇地方政府在农村电商扶持体系建设中的角色——以平顶山地区为例

The Role of Township and Village Local Governments in the Construction of Rural E-Commerce Support Systems—A Case Study of Pingdingshan Region

摘要: 乡村振兴战略背景下，农村电商成为激活县域经济活力、推动农业产业转型升级的重要抓手，乡镇地方政府作为政策落地的核心主体，在农村电商扶持体系建设中承担着不可替代的作用。本文以平顶山地区为研究样本，梳理该地区乡镇政府在农村电商扶持体系建设中的实践举措与成效，剖析其在角色定位中存在的问题，探究乡镇政府在政策引导、资源整合、服务保障、市场培育等维度的角色重构路径，为县域农村电商高质量发展提供基层治理视角的参考。

Abstract: Against the backdrop of the rural revitalization strategy, rural e-commerce has emerged as a key lever for activating the vitality of county-level economies and promoting the transformation and upgrading of agricultural industries. As the core entity for policy implementation, township and village local governments play an irreplaceable role in the construction of rural e-commerce support systems. Taking the Pingdingshan region as a research sample, this paper examines the practical measures and outcomes of township governments in the region in building rural e-commerce support systems, analyzes the problems in their role positioning, and explores the path for reconstructing the roles of township governments across dimensions such as policy guidance, resource integration, service guarantee, and market cultivation. The study aims to provide a reference from the perspective of grassroots governance for the high-quality development of rural e-commerce at the county level.