农村电子商务发展困境与对策建议——以贵州省紫云县农村为例

The Development Dilemma and Countermeasures of Rural E-Commerce—Taking the Rural Areas of Ziyun County, Guizhou Province as an Example

摘要: 农村电子商务有利于提高城乡经济的发展，和助力于乡村振兴战略的实施。然而，电子商务有机遇的同时，也面临着新的挑战。为了探索电子商务发展中的问题与关注乡村振兴的发展，笔者以贵州省紫云县为例进行了相关的探析，辨明电子商务与农村电子商务的区别与联系，以及它们的重要性。分析了当地农村电子商务目前的发展状况，发现该地区的农村电子商务存在基础设施不到位、电子商务人才缺乏、居民认识度不高、农特产品标准化程度提升慢以及品牌的创造力度不够的发展困境。考虑当地的情况及市场的需求，从这几个主要方面提供相应的解决对策。

Abstract: Rural e-commerce is conducive to improving the development of urban and rural economy, and helps the implementation of rural revitalization strategy. However, while e-commerce has opportunities, it also faces new challenges. In order to explore the problems in the development of e-commerce and pay attention to the development of rural revitalization, the author made a relevant analysis in Ziyun County, Guizhou Province to identify the difference and connection between e-commerce and rural e-commerce, as well as their importance. This paper analyzes the current development situation of local rural e-commerce, and finds that the rural e-commerce in the region has development difficulties such as inadequate rural infrastructure, lack of e-commerce talents, residents’ low awareness, insufficient standardization of agricultural products and insufficient brand creation. Considering the local situation and market demand, the corresponding solutions are provided from these main aspects.