电子商务赋能乡村振兴的实践困境与路径优化——基于山东省S县的个案考察

Practical Dilemmas and Path Optimization of Rural Revitalization Empowered by E-Commerce—A Case Study of S County, Shandong Province

摘要: 农村电商是打通农产品流通堵点、推动乡村产业融合、赋能县域经济发展的实践载体。本文以电子商务进农村综合示范县山东省S县为例，借鉴新内生发展理论框架，从人才、企业、产品和配套四个维度概括和剖析了电子商务助力乡村振兴的发展现状和现实困境。基于此，本文构建了精准人才培育、孵化特色品牌、创新业态模式与优化营商环境“四维驱动”模型，给出数字经济背景下电子商务赋能乡村振兴摆脱困境的优化路径。

Abstract: Rural e-commerce serves as a practical carrier to remove blockages in agricultural product circulation, promote the integration of rural industries, and empower the development of county-level economies. Taking S County, Shandong Province—a comprehensive demonstration county for e-commerce promotion in rural areas—as the research object, this paper adopts the theoretical framework of neo-endogenous development, and summarizes and analyzes the current situation and practical dilemmas of e-commerce in facilitating rural revitalization from four dimensions: talents, enterprises, products, and supporting facilities. Accordingly, this paper constructs a “four-dimensional driving” model, including precise talent cultivation, characteristic brand incubation, innovative business format models, and an optimized business environment, and proposes optimized paths for e-commerce to empower rural revitalization and break through dilemmas under the background of the digital economy.