数字经济赋能农村电商：内在机理、现实困境与突破路径

Digital Economy Empowering Rural E-Commerce: Internal Mechanisms, Practical Challenges, and Breakthrough Pathways

摘要: 数字经济与农村电商的深度融合，为乡村振兴战略实施提供了新的动力引擎。文章基于对现有文献的系统梳理，从价值意蕴、现实困境与优化路径三个维度，探讨数字经济背景下农村电商发展的理论逻辑与实践进路。研究发现，数字经济通过信息传播加速、产品流通优化、产业结构升级与社会化联系加深等机制赋能农村电商，但在实践中仍面临着多重困境。在此基础上，从政策扶持、品牌建设、设施完善、人才培养、物流体系等五个维度提出“政府引导–市场主导–社会参与”的多元协同治理体系，以实现农村电商从规模扩张向高质量发展的转型。

Abstract: The deep integration of the digital economy and rural e-commerce has provided a new driving force for implementing the rural revitalization strategy. Based on a systematic review of existing literature, this paper examines the theoretical rationale and practical approaches for rural e-commerce development in the context of the digital economy from three dimensions: its value implications, current challenges, and optimization pathways. The study finds that the digital economy empowers rural e-commerce through mechanisms such as accelerated information dissemination, optimized product circulation, industrial structure upgrading, and strengthened social connections, yet it faces multiple challenges in practice. Based on this, the study proposes a diversified collaborative governance framework characterized by “government guidance - market leadership - social participation” encompassing five dimensions: policy support, brand development, infrastructure improvement, talent cultivation, and logistics systems, aiming to facilitate the transition of rural e-commerce from scale expansion to high-quality development.