数字经济背景下大学生农村电商创业的新态势、现实困境与推进路径

New Trends, Practical Dilemmas and Promotion Paths of College Students’ Rural E-Commerce Entrepreneurship in the Context of Digital Economy

摘要: 数字经济与农业农村的深度融合，为大学生返乡电商创业开辟了广阔空间。大学生群体凭借数字素养与创新意识，成为农村电商创业的“青春生力军”。然而，创业实践中仍面临产品标准化不足、金融支持缺位、人才培训脱节、物流成本高以及政策落地不畅等结构性困境。为此，本文在系统梳理数字经济时代大学生农村电商创业现实状况的基础上，深入剖析主要困境，并从数字技术赋能、精准人才培养、产教融合深化、品牌物流协同及政策金融优化五个维度提出对策建议，旨在推动大学生农村电商创业从“自发探索”向“系统赋能与高质量发展”转型，为促进大学生返乡电商创业、推动乡村全面振兴提供参考。

Abstract: The deep integration of the digital economy with agriculture and rural areas has unlocked extensive opportunities for college students to engage in e-commerce entrepreneurship upon returning to their hometowns. Endowed with digital literacy and innovative mindset, college students have emerged as the “youthful backbone” of rural e-commerce entrepreneurship. Nevertheless, practical entrepreneurial endeavors are confronted with structural dilemmas, including inadequate product standardization, absence of targeted financial support, disjuncture in talent training systems, exorbitant logistics costs and inefficient policy implementation. Against this backdrop, this paper first systematically delineates the current landscape of college students’ rural e-commerce entrepreneurship in the digital economy era, then conducts an in-depth analysis of its core dilemmas. Subsequently, it puts forward strategic recommendations from five dimensions: digital technology empowerment, precision-oriented talent cultivation, deepening industry-education integration, brand-logistics synergy and policy-finance optimization. The research aims to facilitate the transformation of college students’ rural e-commerce entrepreneurship from “spontaneous exploration” to “systematic empowerment and high-quality development”, thereby providing empirical references for promoting college students’ return-home e-commerce entrepreneurship and advancing the comprehensive revitalization of rural areas.