乡村振兴战略下农村电商生态构建与经济赋能路径研究

Research on Rural E-Commerce Ecology Construction and Economic Empowerment Path under the Rural Revitalization Strategy

摘要: 乡村振兴战略全面推进背景下，农村电商已从单一流通渠道升级为复合型生态系统，成为激活乡村经济、推动农业现代化的关键力量。本文以产业生态理论与交易成本理论为支撑，结合我国农村电商发展实践，系统梳理其市场规模扩大、基础设施完善、业态模式创新、政策支持强化的发展现状，指出区域发展不平衡、基础设施薄弱、人才供需错配、产业价值链短、主体协同不足等现实困境。研究表明，农村电商高质量发展需聚焦生态系统构建与经济赋能，从基础设施迭代、人才体系创新、产业融合深化、协同机制完善四大维度破解瓶颈，推动农村电商由规模扩张转向内涵发展，实现产业升级、农民增收与区域协同发展。本研究可为农村电商生态优化与乡村全面振兴提供理论参考与实践路径。

Abstract: Against the backdrop of the comprehensive implementation of the rural revitalization strategy, rural e-commerce has evolved from a single distribution channel into a complex ecosystem, emerging as a pivotal force in revitalizing rural economies and advancing agricultural modernization. Grounded in industrial ecology theory and transaction cost theory, this study systematically examines the current development status of China’s rural e-commerce sector—characterized by expanding market scale, improved infrastructure, innovative business models, and strengthened policy support—while addressing practical challenges including regional development differences, inadequate infrastructure, talent supply-demand mismatches, fragmented industrial value chains, and insufficient stakeholder collaboration. Research findings indicate that high-quality rural e-commerce development requires focused efforts on ecosystem construction and economic empowerment. To overcome bottlenecks, solutions should be implemented across four dimensions: infrastructure upgrades, talent system innovation, deepened industrial integration, and enhanced collaborative mechanisms. This approach will facilitate the transition from scale expansion to quality-driven development, achieving industrial upgrading, increased farmer incomes, and coordinated regional development. The study provides theoretical references and practical pathways for optimizing rural e-commerce ecosystems and advancing comprehensive rural revitalization.