乡村振兴背景下农村电商发展困境及对策研究
Research on the Development Dilemma and Countermeasures of Rural E-Commerce under the Background of Rural Revitalization

在国家乡村振兴战略的推动下，农村电商蓬勃发展，成为促进农村经济发展和产业振兴的重要引擎，有效地推动农业现代化、促进农村一二三产业融合发展，为实现乡村振兴注入持久动力。然而，农村电商的发展面临着农产品市场竞争力不足、专业人才匮乏、物流配送体系不健全等多重挑战，需要从推进农产品品牌建设、健全人才培养机制、加强农村电商物流体系建设等方面着力，以促进农村电商行业的健康发展，助力乡村振兴战略的顺利实施。
Driven by the national rural revitalization strategy, rural e-commerce has developed vigorously, becoming an important engine for promoting rural economic development and industrial revitalization, effectively promoting agricultural modernization, promoting the integrated development of rural primary, secondary and tertiary industries, and injecting lasting impetus into the realization of rural revitalization. However, the development of rural e-commerce is faced with multiple challenges such as insufficient market competitiveness of agricultural products, lack of professional talents, and imperfect logistics distribution system. It is necessary to focus on promoting brand construction of agricultural products, improving the talent training mechanism, and strengthening the construction of rural e-commerce logistics system, so as to promote the healthy development of rural e-commerce industry and help the smooth implementation of rural revitalization strategy.