社会再生产理论视角下农村电商助力乡村振兴的实现路径研究

Research on the Implementation Path of Rural E-Commerce Assisting Rural Revitalization from the Perspective of Social Reproduction Theory

摘要: 乡村振兴战略是新时代我国“三农”工作的总抓手，而农村电商作为数字经济与乡村发展深度融合的产物，已从单纯的销售渠道演变为重塑乡村社会经济体系的关键力量。本文基于马克思主义政治经济学中的社会再生产理论，将乡村视为一个由生产、分配、流通、消费四个环节构成并循环运转的有机整体，系统分析了农村电商如何通过重塑这四个环节的内在机制，为乡村振兴注入动力。研究发现，农村电商在优化生产组织、改变分配格局、提升流通效率、激活消费潜力等方面展现出显著潜能，成为推动乡村产业革新、促进农民增收、连接城乡市场、改善乡村生活的重要引擎。然而，其发展也面临着基础设施适配性不足、人才结构失衡、产业生态脆弱等多重结构性矛盾的制约。为突破这些梗阻，本文提出构建涵盖“下一代基础设施、新一代职业农民、创新型产业生态”协同发展体系。其核心在于通过系统性的政策供给与制度创新，引导农村电商从规模扩张转向质量与效益并重的发展新阶段，最终在乡村社会再生产的良性循环中扎实推动乡村的全面振兴。

Abstract: The rural revitalization strategy serves as the overarching guiding principle for China’s work concerning agriculture, rural areas and farmers in the new era. As a product of the deep integration of the digital economy and rural development, rural e-commerce has evolved from a mere sales channel into a pivotal force reshaping the rural socio-economic system. Based on the theory of social reproduction in Marxist political economy, this paper regards the countryside as an organic whole composed of and operating in a cycle of four links—production, distribution, circulation and consumption. It systematically analyzes how rural e-commerce injects impetus into rural revitalization by restructuring the internal mechanisms of these four links. The study finds that rural e-commerce demonstrates remarkable potential in optimizing production organization, reshaping distribution patterns, improving circulation efficiency and activating consumption potential, emerging as a vital engine for driving the innovation of rural industries, boosting farmers’ income, connecting urban and rural markets and enhancing rural living standards. Nevertheless, its development is constrained by multiple structural contradictions, such as inadequate infrastructure adaptability, unbalanced talent structure and a fragile industrial ecosystem. To break through these bottlenecks, this paper proposes constructing a synergistic development system encompassing “next-generation infrastructure, a new cohort of professional farmers and an innovative industrial ecosystem”. At its core, the system aims to guide rural e-commerce to shift from scale expansion to a new stage of development that emphasizes both quality and efficiency through systematic policy supply and institutional innovation, ultimately solidly advancing the all-round revitalization of rural areas within the virtuous cycle of rural social reproduction.