云南省数字乡村背景下农村公共服务发展的困境与优化建议研究

A Study on the Dilemmas and Optimization Suggestions for Rural Public Service Development in Yunnan Province under the Background of Digital Villages

摘要: 数字乡村背景下农村公共服务的发展与单纯的农村公共服务发展不同，不能简单视为基础设施投资多不多的问题。本文结合云南省农村公共服务的一些定性发展情况，以文献综述–实际基础–面临问题–对策建议的研究框架，厘清云南省数字乡村背景下农村公共服务发展的主要困境，提出对应的优化路径。研究发现，云南并非完全缺少数字化和公共服务基础，突出矛盾在于数字资源能否转化为真实服务场景、均等化能力和持续运营能力。当前的主要困境包括农村公共服务数据不足、多元主体运作目标和运营机制不清、农村居民数字服务使用意愿与能力不足、数字技术产生的正向效应感知不明显。为此，本文从建立数据发布机制、重构运营机制、建设交流型服务场景三个方面开展研究，提出优化数字乡村背景下云南省农村公共服务发展的方法。具体做法为，以政府指导、高校和企业运营的模式，设计数据收集和发布机制，探讨应因地制宜、分类推进产业带动公共服务发展和公共服务吸引产业运营两条路线促进多元主体的市场机制形成，以及通过交流型、供需对接式数字入口降低农民使用门槛等具体措施，将云南省数字乡村背景下农村公共服务的发展由单纯扩大基础设施规模，转向数据化建设、场景重构、运营机制优化和数字信任建设。

Abstract: The development of rural public services under the background of digital villages differs from the development of rural public services in general and cannot be simply viewed as a matter of infrastructure investment. This paper, based on some qualitative development of rural public services in Yunnan Province, uses a research framework of literature review - practical foundation - problems - countermeasures and suggestions to clarify the main dilemmas in the development of rural public services in Yunnan Province under the background of digital villages and proposes corresponding optimization paths. The study finds that Yunnan is not entirely lacking in digitalization and public service infrastructure; the prominent contradiction lies in whether digital resources can be transformed into real service scenarios, equalization capabilities, and sustainable operation capabilities. The current main dilemmas include insufficient rural public service data, unclear operational goals and mechanisms among multiple stakeholders, insufficient willingness and ability of rural residents to use digital services, and unclear perception of the positive effects of digital technology. Therefore, this paper conducts research from three aspects: establishing a data release mechanism, reconstructing the operation mechanism, and building interactive service scenarios, and proposes methods to optimize the development of rural public services in Yunnan Province under the background of digital villages. The specific approach involves designing a data collection and dissemination mechanism under a government-guided, university- and enterprise-operated model. It explores two paths: promoting industry-driven public service development and attracting industry operation through public services, tailored to local conditions and categorized implementation, to foster a market mechanism involving multiple stakeholders. It also includes specific measures such as lowering the barriers to rural use for farmers through interactive, supply-demand-matching digital portals. These measures aim to shift the development of rural public services in Yunnan Province under the digital village framework from simply expanding infrastructure to data-driven construction, scenario reconstruction, operational mechanism optimization, and digital trust building.