永新县农村电子商务发展对策研究

Research on Development Countermeasures of Rural E-Commerce in Yongxin County

摘要: 在乡村振兴战略全面推进背景下，农村电商已成为激活农村经济、拓宽农民增收渠道的核心抓手。永新县作为江西省典型的农业县，坐拥井冈蜜柚、和子四珍、茶油、桑叶茶等特色农产品资源，具备发展农村电商的天然优势，但当前仍面临人才、物流、标准化、品牌化等多重制约。本文系统分析永新县农村电商发展现状与核心瓶颈，并针对性地提出优化对策，为县域农村电商高质量发展提供实践参考，助力农业增效、农民增收与乡村振兴。

Abstract: Under the comprehensive advancement of the rural revitalization strategy, rural e-commerce has become a key driver for stimulating rural economies and expanding farmers’ income channels. Yongxin County, a typical agricultural county in Jiangxi Province, boasts abundant specialty agricultural products such as Jinggang honey pomelos, Hezi Four Treasures, tea seed oil, and mulberry leaf tea, giving it natural advantages for developing rural e-commerce. However, it still faces multiple constraints including talent shortages, logistics challenges, lack of standardization, and insufficient branding. This paper systematically analyzes the current status and core bottlenecks of rural e-commerce development in Yongxin County, and proposes targeted optimization strategies to provide practical references for high-quality rural e-commerce development at the county level, thereby supporting increased agricultural efficiency, higher farmer incomes, and rural revitalization.