乡村振兴背景下江苏省农村电商的创新模式与发展策略

Innovation Model and Development Strategy of Rural E-Commerce in Jiangsu Province under the Background of Rural Revitalization

摘要: 互联网、物联网等信息技术的进步，带动了农村电子商务的快速发展。近年来，江苏省农村电商涌现出一批新业态、新模式，其中以宿迁、沐阳、连云港为代表的农村电商创新模式最为突出。基于对三类典型模式的分析，探讨乡村振兴战略背景下农村电商赋能乡村振兴的现存困境，主要体现在主体认识不足、产销模式单一、专业人才匮乏、产业筹资困难等方面。为此，需要从强化政策宣讲、加强品牌建设、完善培训体系、多元筹资融资等多方面努力，以实现农村电商与乡村振兴战略的协同发展。

Abstract: The progress of information technology such as the Internet and the Internet of Things has led to the rapid development of rural e-commerce. In recent years, a number of new business forms and new models have emerged in rural e-commerce in Jiangsu Province, among which the innovation model of rural e-commerce represented by Suqian, Muyang and Lianyungang is the most prominent. Based on the analysis of the three typical models, this paper discusses the existing difficulties of rural e-commerce enabling rural revitalization under the background of rural revitalization strategy, which are mainly reflected in the lack of main body understanding, single production and marketing mode, lack of professional talents, and difficulties in industrial financing. To this end, it is necessary to strengthen policy propaganda, strengthen brand building, improve the training system, multiple financing and other efforts to achieve the coordinated development of rural e-commerce and rural revitalization strategy.