数字经济时代下农村电商发展的瓶颈制约与破解之道

Bottleneck Constraints and Solutions for Rural E-Commerce Development in the Digital Economy Era

摘要: 在数字经济快速发展的背景下，农村电商作为推动乡村振兴的重要抓手，正面临着前所未有的发展机遇与挑战。当前农村电商发展受限于数字基础设施薄弱、人才结构性短缺、农产品标准化与品牌化水平低、物流配送体系不完善等多重现实约束。本文基于“基础设施–人才–产业–物流–品牌”五大维度构建分析框架，提出加强数字基础设施建设、培养本土电商人才、推进农产品标准化与品牌化、完善县乡村三级物流体系以及创新电商发展模式等对策。研究认为，农村电商高质量发展需政府、企业、农户及社会各方协同发力，形成“数字赋能、产业融合、生态共建”的发展新格局。

Abstract: Amid the rapid expansion of the digital economy, rural e-commerce has become a key driver of rural revitalization, yet it faces unprecedented opportunities and challenges. This study identifies critical constraints, including inadequate digital infrastructure, structural talent shortages, low levels of agricultural product standardization and branding, and underdeveloped logistics networks. Using a five-dimensional framework of “infrastructure, talent, industry, logistics, and branding”, the paper proposes strategic interventions: enhancing digital infrastructure, developing local e-commerce talent, promoting product standardization and branding, optimizing county-town-village logistics systems, and innovating e-commerce development models. The findings underscore that achieving high-quality rural e-commerce development requires coordinated action from governments, enterprises, farmers, and broader society, fostering a new development paradigm of “digital empowerment, industry integration, and ecosystem co-creation”.