乡村振兴战略下农产品电子商务发展问题及对策研究

Research on the Development Problems and Countermeasures of Agricultural Products E-Commerce under the Background of Rural Revitalization Strategy

摘要: 农产品电子商务可以有效衔接城乡生产与消费，促进现代农产品流通体系的构建与完善。农产品电子商务是高质量服务乡村振兴的新动能，农民致富的新引擎。当前农产品电子商务基础体系不完善，冷链物流体系不健全，缺乏高素质电商人才，农产品缺乏品牌效应，政策支持力度有待加强的问题不利于农产品电子商务的进一步发展。乡村振兴战略背景下，推动农产品电子商务发展要加强基础设施建设，健全农产品冷链物流体系，培养农村电商专业人才，发展特色农产品品牌，加大政府扶持力度。

Abstract: The development of e-commerce for agricultural products effectively bridges the gap between urban and rural production and consumption, fostering the advancement of a modern agricultural product circulation system. It serves as a fresh impetus for rural revitalization efforts and a catalyst for farmers’ prosperity. However, current challenges include the incomplete basic framework of agricultural e-commerce, inadequate cold chain logistics, a scarcity of skilled e-commerce professionals, limited brand recognition for agricultural products, and the need for enhanced policy support, all of which hinder its further growth. To propel the development of agricultural e-commerce amidst the rural revitalization strategy, it is imperative to bolster infrastructure, refine the cold chain logistics network, nurture rural e-commerce talent, cultivate distinctive agricultural brands, and increase governmental assistance.