乡村振兴背景下农村电商的现实困境及优化路径
Realistic Dilemmas and Optimization Paths of Rural E-Commerce under the Background of Rural Revitalization

乡村振兴的重点是产业兴旺，因此发展农村电商产业将成为乡村振兴的应用之义。农村电商产业能够联通农业、制造业和服务业，实现农村产业的多元化发展，是新时期农村经济实现高质量发展的重要产业基础。当前阶段，农村电商产业尽管在崭新的政策背景下展现出勃勃生机，但同样面临着基础设施构建相对滞后、专业化人才数量的不足、产品和品牌专业化程度低、物流体系覆盖范围狭窄等发展困境，因此如何解决当前困境选择关乎农村电商产业的长期发展和乡村产业发展动能不足问题，影响着农村经济持续增长。
The focus of rural revitalization is the prosperity of industries, so developing rural e-commerce industries will become an essential application of rural revitalization. The rural e-commerce industry can connect agriculture, manufacturing, and services, realizing diversified development of rural industries and serving as a significant industrial foundation for high-quality rural economic development in the new era. At the current stage, although the rural e-commerce industry is thriving under the new policy background, it also faces development dilemmas such as relatively lagging infrastructure construction, a shortage of specialized talent, low product and brand specialization, and a narrow coverage of the logistics system. Therefore, how to resolve these current dilemmas is crucial for the long-term development of the rural e-commerce industry and addresses the issue of insufficient momentum for rural industrial development, affecting the sustained growth of the rural economy.