乡村振兴背景下农村电商可持续发展路径与模式创新研究

Research on Sustainable Development Path and Model Innovation of Rural E-Commerce in the Context of Rural Revitalization

摘要: 在我国全面推动乡村振兴战略、加快农业农村现代化进程中，农村电子商务是发挥农村优势、增加农民收入、推进城乡一体化发展、助力乡村产业发展的有效手段。目前，我国农村电子商务发展迅猛，但是也存在一些问题，如产业基础薄弱、品牌建设滞后、人才短缺、物流配送不便、信息化程度低以及模式单一等，制约其长远发展。本论文基于乡村振兴总体要求，以问题为导向、以实践为基础，以农村电子商务可持续发展为主题，从产业发展、品牌建设、人才培养、流通效率提升、数字化改造以及融合发展六个方面提出了全方位的发展思路，在此基础上结合当前数字乡村、县域商业体系建设、文旅融合等热点，探索出一系列切实可行、可复制、易推广的农村电商模式，为促进农村电子商务健康有序发展，进而加快农业农村现代化进程提供有益借鉴。

Abstract: As China advances its rural revitalization strategy and accelerates agricultural modernization, rural e-commerce has emerged as a vital tool to leverage local advantages, boost farmers’ incomes, promote urban-rural integration, and support rural industry development. While rural e-commerce in China has experienced rapid growth, challenges persist including weak industrial foundations, lagging brand development, talent shortages, logistical bottlenecks, low digitalization levels, and limited business models that hinder sustainable growth. This paper, guided by rural revitalization objectives and grounded in practical experience, proposes a comprehensive development framework for rural e-commerce sustainability. The framework addresses six key areas: industrial development, brand building, talent cultivation, circulation efficiency enhancement, digital transformation, and integrated development. By incorporating current trends such as digital village initiatives, county-level commercial system construction, and cultural-tourism integration, the study explores replicable and scalable e-commerce models. These insights provide actionable references for promoting healthy and orderly development of rural e-commerce, thereby accelerating agricultural modernization.