数字经济背景下农村电商助力乡村振兴路径研究
Research on the Path of Rural E-Commerce to Help Rural Revitalization in the Context of Digital Economy

近些年来，随着产业的集中化发展和电商发展形势的加剧，国家陆续出台了一系列有关电商发展方面的扶持政策。基于此，可见未来我国农村地区电子商务发展前景一片大好。综合各个方面的讨论，国家为农村电商的成长与发展提供了良好的环境和空间。本文结合国内农村电商数量剧增带动农村地区经济迅猛发展的现状，从商户和消费者两个层面说明农村电商助力乡村振兴的必然性。研究发现，现阶段农村电商助力乡村振兴的瓶颈问题主要是缺乏专业性的电商团队、各村之间的农业环境存在差异和物流成本高、冷链体系不健全。在深入分析问题成因后提出了培养农村电商专业人才队伍、推进农企合作，加强产地品牌建设以及利用新局势，助力发展“互联网 ”新模式等针对性的对策建议，以期有效解决当前农村电商助力乡村振兴的瓶颈问题，进而拓宽国内农村电商助力乡村振兴的路径。
In recent years, with the centralized development of industry and the intensification of the situation of e-commerce development, the state has introduced a series of supportive policies related to the development of e-commerce. Based on this, it can be seen that the future prospects for e-commerce development in rural areas of China are very good. After comprehensive discussions in all aspects, the state for the growth and development of rural e-commerce provides a good environment and space. This paper combines the domestic rural e-commerce number of dramatic increase in the rapid development of the economy of rural areas, from the merchant and consumer levels to illustrate the inevitability of rural e-commerce to help revitalize the countryside. It is found that the bottlenecks of rural e-commerce in rural revitalization at this stage are mainly the lack of professional e-commerce team, the differences in the agricultural environment between villages and the high cost of logistics, and the inadequacy of the cold chain system. After an in-depth analysis of the causes of the problem, it puts forward targeted countermeasures and suggestions such as cultivating a professional rural e-commerce team, promoting the cooperation of agribusinesses, strengthening the construction of origin brands, and making use of the new situation to help develop the new mode of “Internet ”, in order to effectively solve the current bottlenecks of rural e-commerce to help rural revitalization, and then broaden the path of domestic rural e-commerce.