电商赋能乡村产业振兴的作用机理分析

Analysis of the Role Mechanism of E-Commerce Enabling Rural Industry Revitalization

摘要: “数商兴农”深入实施，电商惠农机制持续创新，电子商务在乡村蓬勃发展，正在成为稳增长、保民生的“强心剂”和助力农村经济持续发展的“稳定器”。本文在概括电子商务在农村建设发展现状的基础上，分析了电子商务赋能乡村产业振兴的作用机理。研究发现，电子商务以其电商大数据为关键要素，以电商直播营销技术为核心驱动力量，以电商平台以及电商物流配送网等基础设施为载体，赋能乡村的资源要素优化配置、农村小市场与城市市场有效对接一、二、三产业融合发展，进而促进农业增产、农村增值和农民增收，最终助推乡村产业振兴。基于此，各农村地区应进一步在信息共享、市场对接、产业融合等方面构建电商与乡村产业深度融合机制，从而全面有效推进乡村产业振兴。

Abstract: With the in-depth implementation of “developing agriculture through business”, the mechanism of e-commerce benefiting farmers continues to innovate, and e-commerce is booming in rural areas, which is becoming a “cardiotonic agent” to stabilize growth and protect people’s livelihood and a “stabilizer” to help the sustainable development of rural economy. This paper analyzes the mechanism of e-commerce enabling rural industrial revitalization on the basis of the current situation of e-commerce development in rural areas. It is found that e-commerce, with its e-commerce big data as the key element, e-commerce live marketing technology as the core driving force, e-commerce platforms and e-commerce logistics and distribution networks and other infrastructures as a carrier, enables the optimal allocation of resource elements in the countryside, the effective docking between rural small markets and urban markets, and the integration of one, two, and three industries, thus promoting agricultural production, rural value-added, and farmers’ income, and ultimately boosting the revitalization of rural industries. The optimization of resource factors is a key factor in the revitalization of rural industries. Based on this, each rural area should further build a deep integration mechanism between e-commerce and rural industry in terms of information sharing, market docking and industrial integration, so as to comprehensively and effectively promote the revitalization of rural industry.