基于CiteSpace的国内外农村电商研究热点可视化分析

Visual Analysis of Research Hotspots in Rural E-Commerce both Domestically and Internationally Based on CiteSpace

摘要: 农村电商作为中国“互联网 农业”战略的具体实践，在有效配置农业生产资源和促进农村产业发展方面具有重要意义。本文运用CiteSpace可视化软件绘制知识图谱，对2007~2023年国内外农村电商研究的文献发文量变化和演进脉络与研究热点进行比较分析。研究表明：国内外在农村电商领域的发展趋势大体一致，国内学者对该领域研究起引领作用；国内研究更加注重农村电商发展的政策导向和对策，而国外研究则更多关注电商模型的构建、技术应用、用户行为及社会经济影响；预计国内研究将从基础设施建设转向深层次发展，深化电商在乡村振兴中的应用，而国外研究将聚焦于数字鸿沟的缩小及电子政务的整合。未来我国农村电商发展应持续深化数字信息技术的应用，建立完善的人才培养机制体系，推动农村电商区域布局的均衡化与多元化发展，将理论知识化为实践行动实现农村产业的转型和突破。

Abstract: As the specific practice of China’s “Internet agriculture” strategy, rural e-commerce is of great significance in effectively allocating agricultural production resources and promoting the development of rural industries. This paper uses CiteSpace visualization software to draw a knowledge map, and compares and analyzes the changes and evolution of the number of papers published on rural e-commerce research at home and abroad from 2007 to 2023. The research shows that the development trend of rural e-commerce at home and abroad is generally the same, and domestic scholars play a leading role in this field. Domestic studies pay more attention to the policy orientation and countermeasures for the development of rural e-commerce, while foreign studies pay more attention to the construction of e-commerce models, technology application, user behavior and social and economic impact. It is expected that domestic research will shift from infrastructure construction to deep development and deepen the application of e-commerce in rural revitalization, while foreign research will focus on the narrowing of the digital divide and the integration of e-government. In the future, the development of rural e-commerce should continue to deepen the application of digital information technology, establish a perfect personnel training mechanism system, promote the balanced and diversified development of rural e-commerce regional layout, and transform theoretical knowledge into practical action to realize the transformation and breakthrough of rural industry.