乡村振兴背景下电子商务的赋能路径研究——基于马克思主义城乡融合理论

Research on the Empowerment Path of E-Commerce in the Context of Rural Revitalization—Based on Marxist Theory of Urban-Rural Integration

摘要: 全面推进乡村振兴需破解城乡二元结构，推进城乡融合发展，电子商务是赋能乡村振兴的重要引擎，而城乡发展不平衡问题制约了其效能发挥。本文以马克思主义城乡融合理论为理论遵循，采用案例分析与实证分析相结合的方法，探究电子商务赋能乡村振兴的实践成效、现实困境及优化路径。电子商务在推动乡村产业兴旺、拓宽农民增收渠道、吸引人才回流、完善农村基础设施等方面成效显著，但同时面临城乡数字鸿沟明显、电商产业链条薄弱、专业人才供给不足、政策与监管体系不完善等现实困境，农村电商发展困境本质上是先进数字生产力与落后小农生产关系、城乡二元体制之间的矛盾。基于此，需要从统筹城乡数字基建、构建城乡产业协同体系、健全人才引育机制、强化政策制度保障四个维度提出优化路径，旨在推动电子商务与乡村振兴深度融合，畅通城乡要素流动，为实现城乡融合发展与共同富裕提供参考。

Abstract: Comprehensively promoting rural revitalization requires breaking the urban-rural dual structure and promoting integrated urban-rural development. E-commerce is an important engine for empowering rural revitalization, but the imbalance in urban-rural development restricts its effectiveness. This article, guided by Marxist theory on urban-rural integration, uses a combination of case analysis and empirical analysis to explore the practical effects, current difficulties, and optimization paths of e-commerce empowering rural revitalization. E-commerce has achieved remarkable results in promoting the prosperity of rural industries, broadening farmers’ income channels, attracting talent return, and improving rural infrastructure. However, it also faces current difficulties, such as a significant urban-rural digital divide, a weak e-commerce industrial chain, insufficient supply of professional talents, and an incomplete policy and regulatory system. The essence of the development difficulties of rural e-commerce is the contradiction between advanced digital productive forces and backward small-scale peasant production relations, as well as the urban-rural dual system. Based on this, it is necessary to propose optimization paths from four dimensions: coordinating urban-rural digital infrastructure, building an urban-rural industrial synergy system, improving talent introduction and cultivation mechanisms, and strengthening policy and institutional guarantees, aiming to promote the deep integration of e-commerce and rural revitalization, smooth the flow of urban-rural elements, and provide references for achieving integrated urban-rural development and common prosperity.