数字要素视角下农村电商高质量发展路径探析

Analysis on the High-Quality Development Path of Rural E-Commerce from the Perspective of Digital Factors

摘要: 在数字经济深度融合乡村振兴的时代背景下，数据作为新型生产要素，正深刻重塑农村电商的发展逻辑与竞争格局。本文基于数字要素理论，系统审视农村电商高质量发展的内涵与制约。研究发现，农村电商在数据资源积累、数据技术应用、数据价值释放及数据生态构建等方面存在显著短板，表现为数据采集基础薄弱、分析应用能力不足、要素市场化配置滞后、数字鸿沟与安全风险并存。研究提出，应以数据要素作为核心驱动力，通过夯实数据采集基础设施、构建数据智能应用体系、推动数据要素市场化改革、培育数字人才与优化治理生态等路径，实现农村电商由传统流量驱动转变为数据智能驱动，从而赋能产业链全环节提质增效，为乡村振兴注入强劲数字动能。

Abstract: Under the background of deep integration between the digital economy and rural revitalization, data, as a new type of production factor, is profoundly reshaping the development logic and competitive landscape of rural e-commerce. Based on the theory of digital factors, this paper systematically examines the connotation and constraints of the high-quality development of rural e-commerce. The research finds that current rural e-commerce faces significant shortcomings in data resource accumulation, data technology application, data value release, and data ecosystem construction, manifested as weak data collection infrastructure, insufficient analytical application capabilities, lagging market-oriented allocation of factors, and coexisting digital divide and security risks. The study proposes that, with data elements as the core driving force, a paradigm shift of rural e-commerce from traditional traffic-driven to data-intelligence-driven should be achieved through pathways such as consolidating data collection infrastructure, constructing data-intelligence application systems, promoting market-oriented reform of data elements, cultivating digital talent, and optimizing the governance ecosystem. This will empower the entire industrial chain to improve quality and efficiency, injecting strong digital momentum into rural revitalization.