乡村振兴视角下农村电商可持续发展策略研究

Research on Sustainable Development Strategies of Rural E-Commerce from the Perspective of Rural Revitalization

摘要: 在乡村振兴战略深入推进的背景下，数字经济与农村经济深度融合，农村电商作为连接城市市场与农村生产的重要桥梁，成为激活农村发展内生动力、推动产业兴旺、促进农民增收、实现城乡融合发展的关键抓手。本文基于乡村振兴战略“产业兴旺、生态宜居、乡风文明、治理有效、生活富裕”的核心要求，立足农村电商经济、社会、生态协同可持续发展目标，结合我国农村电商发展实际，系统梳理当前我国农村电商的发展成效与现存困境，深入探究农村电商与乡村振兴的内在关联及可持续发展作用机制。最终从多个维度，提出适配乡村振兴战略的农村电商可持续发展策略，为破解农村电商发展瓶颈、推动农村电商长期健康高质量发展、助力乡村全面振兴提供了坚实的理论参考与可操作的实践借鉴。

Abstract: Against the backdrop of the thorough implementation of the rural revitalization strategy, the digital economy and rural economy have been deeply integrated. As an important bridge linking urban markets with rural production, rural e-commerce has become a critical instrument for stimulating the endogenous driving force of rural development, advancing industrial prosperity, increasing farmers’ income, and realizing integrated urban-rural development. Based on the core requirements of the rural revitalization strategy—“prosperous industry, livable ecology, civilized rural customs, effective governance and affluent life”—this paper takes the coordinated and sustainable development of rural e-commerce in economic, social and ecological dimensions as its objective. Combined with the practical development of rural e-commerce in China, it systematically sorts out the current achievements and existing dilemmas of rural e-commerce, and deeply explores the internal relationship between rural e-commerce and rural revitalization as well as the mechanism for its sustainable development. Finally, this paper proposes sustainable development strategies for rural e-commerce compatible with the rural revitalization strategy from multiple dimensions, so as to provide solid theoretical references and operable practical references for breaking through the bottlenecks in rural e-commerce development, promoting its long-term, sound and high-quality development, and supporting the comprehensive revitalization of rural areas.