自媒体时代下黑龙江省农村电商实践模式与展望研究

Study on the Practice Mode and Prospect of Rural E-Commerce in Heilongjiang Province in the Age of Self-Media

摘要: 自媒体作为现代社会中不可或缺的部分，在记录分享社会个体“vlog”的同时，也在助力电子商务不断发展，并逐步形成一种新型的商业模式。黑龙江省区位优势独特、资源条件较好，农村自媒体电商的发展潜力巨大，随着农村电商实践的不断深入，形成了直播带货特色农产品、短视频引流促进文旅宣传、政企农多方联合打造电商全产业链等多种新发展模式，扩宽黑龙江优质农产品的市场，增加农民收入。但与此同时，农村电商的发展在配套设施、产业链条、产品质量、品牌效应、法律保障、人才培训等方面存在一定的挑战，需要政府、企业以及农户个体各自发挥自身优势与主观能动性不断完善，实现农村电商的高质量发展，推动乡村振兴战略深化落实。

Abstract: Self-media, as an indispensable part of modern society, is not only recording and sharing the “vlog” of individual social members, but also driving the continuous development of e-commerce. It is gradually forming a new business model now. Heilongjiang Province has a unique geographical advantage and relatively favorable resource conditions, making its potential for the development of rural self-media e-commerce. With the continuous exploration of rural e-commerce practice, we have seen a variety of new development models, such as the emergence of livestream sales of specialty agricultural products, the use of short videos to promote tourism, and the government, enterprises and farmers work together to build the whole industrial chain of e-commerce. We will expand the market of high-quality agricultural products in Heilongjiang province and increase farmers’ income. But at the same time, the development of rural electronic business has certain challenges in supporting facilities, industrial chain, product quality, brand effect, legal guarantee, personnel training. It needs government, enterprises and individual farmers to improve their own advantages and subjective initiative, which can fulfill the high quality development of rural electricity and deepen the implementation of the rural vitalization strategy.