乡村振兴背景下数字媒体赋能农村电商高质量发展的内在机理、现实困境与发展路径

Intrinsic Mechanisms, Practical Challenges, and Development Pathways of Digital Media Empowering High-Quality Development of Rural E-Commerce in the Context of Rural Revitalization

摘要: 在乡村振兴战略深入推进的背景下，农村电商进入高质量发展阶段，但存在面临交互性弱、组织性低、品牌化不足等现实瓶颈。数字媒体充分发挥枢纽功能与信息技术优势，是推动农村电商从规模扩张迈向高质量发展、进而助力乡村全面振兴的关键路径。以县级融媒体中心为代表的数字媒体，凭借其交互性、开放性与节点化特征，以及数据获取与使用、公信力背书、媒介展演等天然优势，正逐步成为赋能农村电商升级的重要力量。本文从内在机理、实践探索与现实困境三个维度系统分析数字媒体赋能农村电商的运作逻辑，并针对农村电商存在的困境提出三条优化路径：以制度驱动优化农村电商生态环境，明晰政府、媒体与市场的角色边界；实施因地制宜的精准赋能策略，打造差异化乡村特色品牌；整合渠道资源以消弭数字鸿沟，培育“懂技术、留得下、带得动”的乡村电商人才。

Abstract: Against the backdrop of the deepening rural revitalization strategy, rural e-commerce has entered a stage of high-quality development, yet it faces practical bottlenecks such as weak interactivity, low organizational capacity, and insufficient branding. Digital media, leveraging its hub function and technological advantages, serves as a critical pathway to propel rural e-commerce from scale expansion to high-quality development, thereby contributing to comprehensive rural revitalization. Represented by county-level integrated media centers, digital media—with their interactive, open, and nodal characteristics, as well as inherent strengths in data acquisition and utilization, credibility endorsement, and media performance—are increasingly becoming pivotal forces in empowering the upgrading of rural e-commerce. This paper systematically analyzes the operational logic of digital media empowering rural e-commerce from three dimensions: intrinsic mechanisms, practical explorations, and real-world challenges. It proposes three optimization pathways to address the existing dilemmas of rural e-commerce: institutional-driven optimization of the rural e-commerce ecosystem to clarify the role boundaries of government, media, and the market; implementation of context-specific precision empowerment strategies to create differentiated rural characteristic brands; and integration of channel resources to bridge the digital divide and cultivate rural e-commerce talents—Homo sapiens—who are “technologically adept, willing to stay, and capable of driving progress.”