数字经济背景下我国农村电商发展现状、困境与对策建议

The Current Situation, Dilemmas, and Countermeasures of Rural E-Commerce Development in China under the Background of Digital Economy

摘要: 数字经济的蓬勃发展，推动农村电商进入了高速发展的快车道。农村电商作为数字经济时代的新兴业态，是新时代乡村振兴背景下农村发展的新动能，蕴含着巨大的发展潜力，是助力乡村振兴的重要支撑。本文结合数字经济发展对农村电商推动情况进行分析，从农村地区基础设施落后、农村电商产品特色化和品牌化程度低、缺乏专业电商人才以及地区间发展不平衡四个方面分析当下我国农村电商面临的发展困境，并据此针对性地提出对策建议。

Abstract: The robust development of the digital economy has propelled rural e-commerce into the fast track of high-speed growth. As an emerging business model in the era of digital economy, rural e-commerce serves as a new driver for rural development against the backdrop of rural revitalization in the new era. It holds immense potential for growth and functions as an important support for boosting rural revitalization. This paper analyzes the promotion of rural e-commerce with the development of digital economy, analyzes the current development difficulties faced by rural e-commerce in China from four aspects: backward infrastructure in rural areas, low degree of rural e-commerce product characteristics and branding, lack of professional e-commerce talent and regional development imbalance, and puts forward countermeasures and suggestions accordingly.