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E-Commerce Letters 2024
数字经济背景下农村电子商务发展策略研究
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Abstract:
本文全面分析了农村电子商务的发展现状、存在的问题及数字经济推动其发展的路径与对策。农村电商市场规模持续扩大,政策支持力度加大,基础设施建设不断完善,新业态新模式不断涌现,但也面临基础设施薄弱、农民电商素养不足、农产品标准化和品牌化程度低、专业人才匮乏等挑战。数字经济背景下,推动农村电商发展需强化基础设施建设,提升农民电商能力,推动农产品标准化与品牌建设,加强人才队伍建设,创新营销策略与手段,并加大政策支持与监管力度。具体措施包括网络基础设施升级、构建高效农村物流体系、电商知识普及与深化、农产品标准化体系建立、品牌建设与保护、人才引进与培养、差异化营销策略制定以及拓宽融资渠道等。通过这些措施的实施,可以进一步推动农村电商的快速发展,为实现乡村振兴和农业现代化提供有力支撑。
This paper comprehensively analyzes the current development status, existing problems, and the paths and countermeasures for the development of rural e-commerce driven by the digital economy. The rural e-commerce market continues to expand with increased policy support, continuously improved infrastructure, and emerging new formats and models. However, it also faces challenges such as weak infrastructure, insufficient e-commerce literacy of farmers, low standardization and branding of agricultural products, and a shortage of professional talents. Under the background of the digital economy, promoting the development of rural e-commerce requires strengthening infrastructure construction, enhancing farmers’ e-commerce capabilities, promoting the standardization and branding of agricultural products, strengthening talent team building, innovating marketing strategies and means, and intensifying policy support and supervision. Specific measures include upgrading network infrastructure, building an efficient rural logistics system, popularizing and deepening e-commerce knowledge, establishing a standardization system for agricultural products, building and protecting brands, attracting and cultivating talents, formulating differentiated marketing strategies, and broadening financing channels. Through the implementation of these measures, the rapid development of rural e-commerce can be further promoted, providing strong support for the realization of rural revitalization and agricultural modernization.
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