乡村振兴背景下农村电商可持续发展路径分析
Analysis of the Sustainable Development Path of Rural E-Commerce under the Background of Rural Revitalization

农村电商作为数字经济与乡村振兴战略融合的重要载体，已成为推动农业现代化与农民增收的关键路径。然而，其可持续发展面临多重风险挑战。本文通过系统梳理相关文献，识别出农村电商发展中的主要风险，包括区域发展失衡、同质化竞争、专业人才短缺、物流体系滞后及财务风险等。基于此，提出强化政府统筹治理、构建品牌化与标准化体系、完善人才引育机制、优化物流网络与成本控制、健全风险共担与利益联结机制等对策。研究旨在为优化农村电商生态体系、促进乡村振兴提供理论参考与实践指导。
Rural e-commerce, as an important carrier for the integration of digital economy and rural revitalization strategy, has become a key path to promote agricultural modernization and increase farmers’ income. However, its sustainable development faces multiple risks and challenges. This paper systematically combs through relevant literature to identify the main risks in the development of rural e-commerce, including regional development imbalance, homogenization competition, shortage of professional talents, lagging logistics systems, and financial risks. Based on this, countermeasures are proposed, such as strengthening government coordination and governance, building brand and standardization systems, improving talent introduction and training mechanisms, optimizing logistics networks and cost control, and establishing risk-sharing and interest linkage mechanisms. The study aims to provide theoretical references and practical guidance for optimizing the rural e-commerce ecosystem and promoting rural revitalization.