乡村振兴背景下电子商务赋能农旅融合发展的现状研究
Research on the Current Status of E-Commerce Enabling the Integrated Development of Agriculture and Tourism under the Background of Rural Revitalization

在新时代的背景下，电子商务是实现传统农业现代化转型，解决三农问题的重要外部刺激因素，更是乡村全面振兴前所未有的时代机遇。基于乡村振兴的时代背景，从内在机理、现实困境和路径优化三个维度审视电子商务赋能农旅产业融合发展，既有可取之处，但仍有不足之处。推进我国电子商务赋能农旅产业深度融合，在宏观层面应做好顶层设计，完善政策体系；在中观层面应壮大市场主体，形成品牌效应；在微观层面应优化人才结构、加强资源整合。期望能以此为乡村振兴战略背景下如何利用电子商务推进农旅产业深度融合发展提出了切实可行的方法。
In the context of the new era, e-commerce has emerged as a crucial external stimulus for the modernization and transformation of traditional agriculture, addressing the issues relating to agriculture, rural areas, and farmers. It also presents an unprecedented opportunity for the comprehensive revitalization of rural areas. Based on the backdrop of rural revitalization, examining the integration of e-commerce into the development of agriculture and tourism from the perspectives of internal mechanisms, practical challenges, and pathway optimization reveals both merits and shortcomings. To advance the deep integration of e-commerce into the agriculture and tourism industries in China, top-level design and policy system improvement should be prioritized at the macro level; market entities should be strengthened to create a brand effect at the meso level; and talent structure optimization and resource integration should be enhanced at the micro level. It is hoped that this will propose practical methods for leveraging e-commerce to promote the deep integration of agriculture and tourism industries against the backdrop of the rural revitalization strategy.