电子商务进农村政策对银发经济的影响研究

Research on the Impact of E-Commerce in Rural Areas Policy on the Silver Economy

摘要: 在人口老龄化与数字乡村建设双重时代背景下，电子商务进农村政策作为国家推动农村流通体系数字化改造的重要抓手，为农村银发经济发展提供了新的动能。本文基于对电子商务进农村政策内涵与演进脉络的系统梳理，结合银发经济的理论界定与发展特征，构建了“流通体系优化–消费场景创新–收入增长–产业融合–数字包容”的理论分析框架，系统阐释电子商务进农村政策赋能农村银发经济的内在机理。研究发现，电子商务进农村政策通过完善县乡村三级物流体系、拓展农村消费市场、促进农民增收、推动产业融合等路径，有效提升了农村老年人消费的可及性、可得性与可持续性；但数字鸿沟问题也可能制约政策效应的充分发挥，亟需在政策设计中强化包容性导向。本文为理解农村流通体系数字化改造与银发经济协同发展提供了理论支撑，也为优化相关政策设计提供了启示。

Abstract: Against the dual background of population aging and digital rural construction, the E-Commerce in Rural Areas policy, as an important tool for promoting the digital transformation of rural circulation systems, has provided new momentum for the development of the rural silver economy. Based on a systematic review of the connotation and evolution of the E-Commerce in Rural Areas policy, combined with the theoretical definition and development characteristics of the silver economy, this paper constructs a theoretical analysis framework of “circulation system optimization—consumption scenario innovation—income growth—industrial integration—digital inclusion” to systematically explain the internal mechanism through which the E-Commerce in Rural Areas policy empowers the rural silver economy. The study finds that the policy effectively enhances the accessibility, availability, and sustainability of consumption among rural elderly by improving the county-township-village three-level logistics system, expanding rural consumer markets, increasing farmers’ incomes, and promoting industrial integration. However, the digital divide may also constrain the full realization of policy effects, necessitating a stronger emphasis on inclusive orientation in policy design. This paper provides theoretical support for understanding the synergistic development of rural circulation system digitalization and the silver economy, as well as insights for optimizing relevant policy designs.