农村电商人才短缺的困境与培育路径

The Dilemma and Cultivation Pathways of Rural E-Commerce Talent Shortage

摘要: 农村电商是推动农产品上行、激活乡村经济发展的重要引擎。然而，人才短缺已成为制约农村电商从规模扩张转向高质量发展的突出瓶颈。文章基于文献梳理与数据分析，构建“研究综述–问题分析–对策建议”的研究框架。首先，回顾学界关于农村电商人才的研究进展，指出已有研究的贡献与不足。其次，从复合型人才短缺、培训体系实用性不足、人才外流与留存困境三个维度系统剖析当前农村电商人才面临的核心问题及其成因。最后，从构建分层分类的精准培训体系、深化政企校协同育人机制、强化政策引导与长效激励三个层面，提出培育农村电商人才的系统性路径，以期为破解农村电商人才瓶颈提供参考。

Abstract: Rural e-commerce serves as a vital engine for promoting the distribution of agricultural products and revitalizing rural economic development. However, the shortage of skilled professionals has become a major bottleneck hindering its transition from scale expansion to high-quality growth. Based on literature review and data analysis, this paper establishes a research framework comprising “research synthesis-problem analysis-countermeasure recommendations”. First, it reviews academic advancements in rural e-commerce talent studies, highlighting both contributions and limitations of existing research. Second, it systematically examines the core challenges faced by rural e-commerce professionals—from three dimensions: scarcity of interdisciplinary talents, inadequate practicality of training systems, and the dilemma of talent outflow versus retention. Finally, the paper proposes a systematic approach to cultivating rural e-commerce talent through three key measures: establishing a tiered and categorized training system, strengthening government-enterprise-academia collaborative education mechanisms, and enhancing policy guidance with sustainable incentives, aiming to provide actionable solutions to address the talent bottleneck.