乡村全面振兴背景下小农户对接电商市场的实现路径研究

Research on the Implementation Path of Small Farmers’ Integration with E-Commerce Market under the Background of Comprehensive Rural Revitalization

摘要: 随着现阶段电商市场的发展，越来越多的小农户加入到电商市场中，这对于推进乡村全面振兴具有重要意义。电商市场的兴起，为小农户带来了前所未有的发展机遇和挑战。电商市场的快速发展，能够增加小农户经济收入；跨越地域和时间的制约开拓市场；促进农村地区农产品市场流通；促进农村地区农业结构调整和优化。同时，小农户对接电商市场时存在诸如小农户文化水平较低，对接电商市场能力不足、农村电商基础设施建设有待完善、小农户面临资金的限制、缺乏品牌意识，农产品市场竞争力不强等制约因素，阻碍了小农户与电商市场的有效对接。针对目前存在的问题，提出有助于小农户对接电商市场的政策建议。

Abstract: With the development of the e-commerce market at this stage, an increasing number of small farmers have joined the e-commerce market, which is of great significance for promoting the comprehensive revitalization of rural areas. The rise of the e-commerce market has brought unprecedented development opportunities and challenges to small farmers. The rapid development of the e-commerce market can increase the economic income of small farmers; overcome geographical and time constraints to expand the market; promote the circulation of agricultural products in rural areas; and facilitate the adjustment and optimization of agricultural structures in rural areas. At the same time, when small farmers connect with the e-commerce market, there are constraints such as low literacy levels among small farmers, insufficient ability to connect with the e-commerce market, inadequate rural e-commerce infrastructure, funding constraints faced by small farmers, lack of brand awareness, and weak competitiveness of agricultural products in the market, which hinder the effective connection between small farmers and the e-commerce market. In response to the current problems, policy suggestions are proposed to help small farmers connect with the e-commerce market.