农村电商研究热点与技术发展特征的差异分析

Difference Analysis of Research Hotspots and Technological Development Characteristics in Rural E-Commerce

摘要: 在数字经济与乡村振兴战略持续推进背景下，农村电商逐渐成为推动农村产业发展和促进农产品流通的重要力量。随着数字平台、物流体系和信息技术不断向农村地区延伸，农村电商研究内容与相关技术创新活动持续增加。基于此，本文结合文献数据与专利数据，对农村电商研究热点与技术发展特征进行分析。利用VOSviewer对中国知网与Web of Science数据库文献数据进行关键词共现分析，并结合incoPat专利数据，从专利申请趋势、IPC大组分布及技术类别等方面分析农村电商相关技术的发展特征。结果表明，中文文献更加关注乡村振兴、共同富裕与城乡协调发展等宏观问题，外文文献则更加关注技术采纳、平台运行与数字化转型等内容；农村电商相关技术主要集中于行业应用、交易平台及供应链管理等领域；当前农村电商研究存在重发展效应、轻技术支撑的特征，研究关注与技术发展之间存在一定结构性差异。未来应进一步加强农村电商研究与技术创新之间的协同。

Abstract: Against the background of the continuous advancement of the digital economy and the rural revitalization strategy, rural e-commerce has gradually become an important force in promoting rural industrial development and facilitating the circulation of agricultural products. With the continuous expansion of digital platforms, logistics systems, and information technologies into rural areas, research on rural e-commerce and related technological innovation activities has continued to increase. Based on this, this study combines literature data and patent data to analyze research hotspots and technological development characteristics in the field of rural e-commerce. VOSviewer was used to conduct keyword co-occurrence analysis on literature data collected from the CNKI and Web of Science databases, while incoPat patent data were employed to analyze the technological development characteristics of rural e-commerce from the perspectives of patent application trends, IPC group distribution, and technology categories. The results show that Chinese literature pays more attention to macro-level issues such as rural revitalization, common prosperity, and urban-rural coordinated development, whereas foreign literature focuses more on technology adoption, platform operation, and digital transformation. Rural e-commerce related technologies are mainly concentrated in industry application technologies, transaction and platform technologies, and management and supply chain technologies. Current rural e-commerce research tends to emphasize development effects while paying relatively less attention to technological support, resulting in a structural difference between research attention and technological development directions. Future research should further strengthen the coordination between rural e-commerce research and technological innovation.