数字时代背景下农村电商发展存在的问题及对策分析

Analysis of Problems and Countermeasures in the Development of Rural E-Commerce under the Background of Digital Age

摘要: 以新一代信息技术、大数据、云计算、人工智能、物联网等为代表的数字技术革命和数字经济正在深刻改变人类社会，数字时代，农村电商已成为推动乡村产业发展的重要引擎。借助新一代信息技术、大数据、区块链等数字技术，农村地区的电商经营者可以更好地掌握市场需求和趋势，实现更高效和精准的营销，提高运营效率和盈利能力。同时，农村电商在发展过程中也面临着物流体系数字化转型艰巨、农产品信息数据壁垒高筑、数字化创新电商人才相对匮乏、农产品品牌化进程艰难等发展困境。因此，数字时代应带动农村电商与物流体系协同发展、消除农产品信息壁垒、提升数字化农村电商人才能力、塑造特色农产品品牌与提升品牌影响力，大力推进数字乡村进程，以数字技术赋能农村电商发展。

Abstract: The digital technology revolution and digital economy represented by the new generation of information technology, big data, cloud computing, artificial intelligence, and the Internet of Things are profoundly changing human society. In the digital era, rural e-commerce has become an important engine to promote the development of rural industries. With the help of new generation information technology, big data, blockchain and other digital technologies, e-commerce operators in rural areas can better grasp market demand and trends, achieve more efficient and precise marketing, and improve operational efficiency and profitability. At the same time, in the process of development, rural e-commerce is also faced with difficult development difficulties such as the digital transformation of the logistics system, high barriers to agricultural product information and data, the relative lack of digital innovative e-commerce merchants, and the difficult process of branding agricultural products. Therefore, the digital era should drive the coordinated development of rural e-commerce and logistics system, eliminate agricultural product information barriers, enhance the ability of digital rural e-commerce, shape the brand of characteristic agricultural products and enhance brand influence, vigorously promote the process of digital countryside, and empower the development of rural e-commerce with digital technology.