数商兴农背景下农村电商与乡村文旅的融合发展路径研究

Research on the Integrated Development Path of Rural E-Commerce and Rural Tourism under the Background of Promoting Agriculture through Digital Commerce

摘要: 数商兴农背景下，需要通过数字技术实现商业与乡村产业的融合。农村电商与乡村文旅作为乡村振兴的两大重要产业实现融合发展，是数商兴农背景下乡村产业高质量发展的重要方向，能够在拓展市场空间、提升地域品牌价值与竞争力、优化产业结构、促进乡村全面振兴发挥积极作用。依据农村发展现状，两大产业融合仍然存在数字基础设施不均衡、产业融合层次较浅、复合型人才短缺、区域品牌建设滞后等现实挑战。基于此，针对性提出推动基建升级与数字化服务协同发展、统筹文旅电商资源与创新产业融合机制、打造地域特色文旅电商品牌、构建“引育留用”协同发力的人才支撑体系等路径，促进农村电商与乡村文旅的融合发展。

Abstract: Under the background of Promoting Agriculture through Digital Commerce, it is necessary to achieve the integration of business and rural industries through digital technology. The integrated development of rural e-commerce and rural tourism as two major industries for rural revitalization is an important direction for the high-quality development of rural industries under the background of digital commerce promoting agriculture. It can play a positive role in expanding market space, enhancing regional brand value and competitiveness, optimizing industrial structure, and promoting the comprehensive revitalization of rural areas. Based on the current situation of rural development, there are still some practical challenges in the integration of the two industries, such as unbalanced digital infrastructure, shallow integration level, shortage of compound talents, and lagging regional brand construction. In view of this, this paper proposes targeted paths such as promoting the coordinated development of infrastructure upgrading and digital services, coordinating tourism and e-commerce resources and innovating industrial integration mechanisms, building regional characteristic tourism and e-commerce brands, and establishing a talent support system that combines “introduction, cultivation, retention and appointment” to promote the integrated development of rural e-commerce and rural tourism.