农村电商经济赋能下养老服务产品可及性困境与优化路径研究

Research on the Dilemma and Optimization Path of the Accessibility of Old-Age Service Products under the Empowerment of Rural E-Commerce

摘要: 在数字乡村与人口老龄化双重背景下，农村电商为提升养老服务产品可及性提供重要支撑。当前农村电商已形成三级物流、平台化运营、数字化画像与线上化消费的成熟体系，但养老服务产品仍面临供给适配不足、供需错位、基础设施薄弱、老年人数字素养偏低、监管体系不健全等现实困境，导致产品“难获取、难用好、难信任”。本文基于农村电商经济赋能视角，系统分析农村养老服务产品可及性的现状、瓶颈与成因，进而提出优化路径，旨在推动农村电商经济与养老服务深度融合，切实提高农村养老服务可及性与供给质量，为乡村养老服务高质量发展提供理论参考与实践思路。

Abstract: Under the dual background of digital countryside and aging population, rural e-commerce provides important support for improving the accessibility of old-age service products. At present, rural ecommerce has formed a mature system of three-level logistics, platform operation, digital portrait and online consumption, but the old-age service products still face practical difficulties such as insufficient supply adaptation, dislocation of supply and demand, weak infrastructure, low digital literacy of the elderly, and imperfect supervision system, resulting in products that are “difficult to obtain, difficult to use and difficult to trust”. Based on the perspective of rural e-commerce economic empowerment, this paper systematically analyzes the present situation, bottlenecks and causes of the accessibility of rural old-age service products, and then puts forward the optimization path, aiming at promoting the deep integration of rural e-commerce economy and old-age service, effectively improving the accessibility and supply quality of rural old-age service, and providing theoretical reference and practical ideas for the high-quality development of rural old-age service.