湖北省农村电子商务参与意愿提升路径探索
An Exploration of the Path of Enhancing the Willingness to Participate in Rural E-Commerce in Hubei Province

2021年我国脱贫攻坚战取得全面胜利，但脱贫摘帽不是终点，而是新生活、新奋斗的起点，如何在巩固脱贫攻坚成果的基础上继续推进脱贫地区发展和群众生活改善，做好巩固拓展脱贫攻坚成果同乡村振兴有效衔接，成为我们党和国家未来发展的重要课题。而农村电子商务作为推进精准扶贫与乡村振兴有机结合的重要手段，未来将继续发挥其重要作用。农村地区现存的电商人才空缺、基础设施缺口、制度成效低下问题成为束缚农村电子商务发展的制约因素，因此深入广大农村地区调研农村电子商务发展的痛点，解决农村群众参与电子商务的后顾之忧成为农村电子商务持续健康发展的重中之重。
In 2021, China had achieved a comprehensive victory in the battle against poverty, but poverty alleviation is not the end point, but the starting point of a new life and struggle. How to continue to promote the development of poverty-stricken areas and the improvement of people’s lives on the basis of consolidating the achievements of poverty alleviation, and effectively connect the consolidation and expansion of poverty alleviation achievements with rural revitalization, has become an important issue for the future development of our party and country. As an important means of promoting the organic combination of targeted poverty alleviation and rural revitalization, rural e-commerce will continue to play an important role in the future. The weak ability to access and develop resources, low efficiency in resource allocation, and inadequate infrastructure construction in rural areas have become limiting factors for the development of rural e-commerce. Therefore, conducting in-depth research on the pain points of rural e-commerce development and addressing the concerns of rural communities participating in e-commerce have become the top priority for the sustainable and healthy development of rural e-commerce.