乡村振兴背景下农村电商高质量发展的路径探析

Path Analysis of High-Quality Development of Rural E-Commerce in the Context of Rural Revitalization

摘要: 由于乡村振兴战略正在纵深推进，而农村电子商务又是连接农业生产与消费市场的重要纽带，故农村电子商务的高质量发展有十分明确、重大的现实意义。因此本文先论证农村电商提质升级的必要性，再系统、有层次地分析目前存在的主要瓶颈：基础设施薄弱、人力资源缺乏、品牌建设乏力，最后从夯实基建支撑、健全人才引育机制、强化品牌培育三个方面提出切实可行的发展对策。

Abstract: Since the rural revitalization strategy is advancing in a systematic and thorough manner, rural e-commerce, as a vital bridge linking agricultural production with consumer markets, has considerable practical significance for high-quality development. Therefore, this paper first discusses the necessity of upgrading rural e-commerce, then proceeds to analyze the main bottlenecks: infrastructure shortcomings, shortage of talents, and weak brand building, and finally offers clear, well-structured strategic recommendations from three dimensions: consolidating infrastructure support, improving talent cultivation mechanisms, and strengthening brand development.