乡村振兴视角下农村电商赋能农产品上行的路径研究

A Study on the Pathways of Rural E-Commerce Empowering Agricultural Products’ Upward Mobility from the Perspective of Rural Revitalization

摘要: 在乡村振兴战略深入推进的背景下，农村电商对推动农产品上行、激活乡村经济活力具有关键作用。本文以乡村振兴为研究视角，聚焦农村电商赋能农产品上行的核心议题，通过梳理农村电商影响农产品上行的作用机制，分析当前农村电商赋能农产品上行的主要模式与初步成效，系统剖析实践过程中存在的农产品标准化程度低、电商人才匮乏、配套支撑不完善及政策支持不精准等现实困境。在此基础上，从农产品提质增效、创新电商模式、完善配套体系三个维度提出针对性的优化路径，旨在为推动农村电商与农产品上行深度融合、助力乡村全面振兴提供理论参考与实践借鉴。

Abstract: Against the backdrop of the comprehensive advancement of the Rural Revitalization Strategy, rural e-commerce plays a pivotal role in promoting the upward mobility of agricultural products and invigorating rural economic vitality. Adopting rural revitalization as the analytical lens, this study focuses on the central issue of how rural e-commerce empowers agricultural products’ market access. By examining the underlying mechanisms through which rural e-commerce influences agricultural upward mobility, the paper analyzes the predominant models and preliminary achievements of rural e-commerce in facilitating agricultural products’ entry into broader markets. It further conducts a systematic investigation into practical challenges, including low standardization levels of agricultural products, shortages of e-commerce professionals, inadequate supporting infrastructure, and imprecise policy interventions. Building upon these analyses, the study proposes targeted optimization pathways across three dimensions: quality enhancement and value addition of agricultural products, innovation in e-commerce models, and improvement of supporting systems. The objective is to provide theoretical references and practical insights for advancing the deep integration between rural e-commerce and agricultural upward mobility, thereby contributing to comprehensive rural revitalization.