农村电商赋能乡村振兴的机制、困境与展望研究综述

A Review of the Mechanisms, Challenges, and Prospects of Rural E-Commerce Empowering Rural Revitalization

摘要: 在数字乡村建设提速与乡村振兴战略全面落地的背景下，农村电商已成为连接小农户与大市场、推动农业转型升级、促进农民持续增收、实现城乡融合发展的关键力量。本文以农村电商赋能乡村振兴为主线，系统梳理现有研究在赋能机制、经济社会效应、现实瓶颈、发展模式与政策效应等方面的核心进展，总结已有成果的研究特点与薄弱环节，并对未来研究趋势进行展望。研究发现，农村电商主要通过产业升级、农户增收、创业就业、社会结构优化、城乡共同富裕等路径为乡村振兴提供动力，但仍面临基础设施薄弱、数字人才短缺、供应链标准化不足、区域发展不均衡、治理体系不健全等现实制约。未来研究应进一步聚焦长效机制、数字技术深度融合、多元协同治理、普惠共享与风险防控等方向，为农村电商高质量赋能乡村振兴提供更系统的理论支撑与实践指引。

Abstract: Against the backdrop of accelerating digital village construction and the full implementation of the rural revitalization strategy, rural e-commerce has become a key force in connecting small farmers with large markets, promoting agricultural transformation and upgrading, increasing farmers’ incomes sustainably, and achieving integrated urban-rural development. Focusing on how rural e-commerce empowers rural revitalization, this paper systematically reviews the core progress of existing research in terms of empowerment mechanisms, socio-economic effects, practical bottlenecks, development models, and policy impacts. It summarizes the characteristics and weaknesses of current studies and outlines future research trends. The review finds that rural e-commerce drives rural revitalization mainly through pathways such as industrial upgrading, farm household income growth, entrepreneurship and employment, social structure optimization, and common prosperity in urban and rural areas. However, it still faces practical constraints including weak infrastructure, a shortage of digital talent, inadequate supply chain standardization, imbalanced regional development, and an underdeveloped governance system. Future research should further focus on long-term mechanisms, the deep integration of digital technologies, multi-stakeholder collaborative governance, inclusive sharing, and risk prevention and control, thereby providing more systematic theoretical support and practical guidance for high-quality empowerment of rural revitalization through rural e-commerce.