乡村振兴背景下农村电商高质量发展路径研究

A Study on Pathways for the High-Quality Development of Rural E-Commerce in the Context of Rural Revitalisation

摘要: 在全面推进乡村振兴战略的时代背景下，农村电子商务作为连接城乡市场、激活农村要素、促进农民增收的关键力量，正从规模扩张的初级阶段迈向提质增效的高质量发展新阶段。本研究立足于2026年的发展现状，系统梳理了国家层面的最新政策导向，深入剖析了农村电商高质量发展的深刻内涵。研究发现，当前农村电商在取得显著成就的同时，仍面临产业基础薄弱、人才瓶颈制约、供应链体系不完善及同质化竞争加剧等深层次挑战。为破解这些难题，本研究从产业融合、数字技术、多元化人才、模式创新等维度提出路径对策，以期为新时期我国农村电商高质量发展提供理论参考与实践指引。

Abstract: Against the backdrop of the comprehensive advancement of the rural revitalisation strategy, rural e-commerce—as a key driver for connecting urban and rural markets, mobilising rural resources and boosting farmers’ incomes—is transitioning from an initial phase of scale expansion to a new stage of high-quality development characterised by improved quality and efficiency. Based on the development landscape in 2026, this study systematically reviews the latest policy directions at the national level and provides an in-depth analysis of the profound implications of high-quality development in rural e-commerce. The study finds that, whilst rural e-commerce has achieved significant accomplishments, it still faces deep-seated challenges such as a weak industrial foundation, talent shortages, an imperfect supply chain system, and intensifying homogenised competition. To address these challenges, this study proposes pathways and strategies across dimensions including industrial integration, digital technology, diversified talent, and model innovation, with the aim of providing theoretical references and practical guidance for the high-quality development of China’s rural e-commerce in the new era.