乡村振兴视域下大连市农村电商高质量发展研究

Research on High-Quality Development of Rural E-Commerce in Dalian from the Perspective of Rural Revitalization

摘要: 乡村振兴战略深入实施与数字经济不断下沉，使农村电商成为畅通农产品上行、促进农民增收、推动乡村产业兴旺的关键抓手。大连市特色农产品丰富、区位优势显著，在政策支持下农村电商发展基础持续夯实、新业态不断涌现。但当地农村电商仍在品牌、标准、冷链物流、末端配送、人才及产业集聚等方面存在突出短板。本文以大连农村电商为研究对象，梳理现状、剖析困境，并从品牌培育、物流完善、人才引育、产业升级四方面提出优化路径，为其高质量发展与乡村振兴提供参考。

Abstract: With the further implementation of the rural revitalization strategy and the continuous penetration of the digital economy into rural areas, rural e-commerce has become a critical approach to unblock the upward channel of agricultural products, increase farmers’ income, and promote rural industrial prosperity. Dalian enjoys abundant characteristic agricultural products and prominent location advantages. With policy support, the development foundation of rural e-commerce in Dalian has been continuously consolidated, and new business forms keep emerging. However, local rural e-commerce still has prominent shortcomings in branding, standardization, cold-chain logistics, terminal distribution, talent supply and industrial agglomeration. Taking rural e-commerce in Dalian as the research object, this paper sorts out the current situation, analyzes the dilemmas, and puts forward optimization paths from four aspects: brand cultivation, logistics improvement, talent introduction and cultivation, and industrial upgrading, so as to provide references for its high-quality development and rural revitalization.