县级融媒体中心助力农村电商发展的动因、困境与对策
Motivations, Bottlenecks, and Strategies of County-Level Convergence Media Centers in Promoting Rural E-Commerce Development

在深入实施乡村振兴、数字乡村建设过程中，农村电商成为解决“三农”问题的重要途径，但其逐步暴露出发展不平衡、服务程度有限、信息整合度低等问题。与此同时，身处基层的县级融媒体中心能够发挥在地性优势，精准对接农业所需、农村所盼、农民所向，做到“媒尽其用”。本文基于县级融媒体中心助力农村电商发展的现状，回溯其具有政策驱动、市场需求、主体诉求三个主要动因，发现其面临工作机制有冲突，治理矛盾限发展、内容生产力较低，人才队伍不完善、市场竞争难突围，运营经验不充足等困境。因此，为优化县级融媒体中心助力农村电商发展，应优化工作机制，构建协同治理模式，实施人才振兴与内容垂直化战略，构建私域流量池与信任共同体。
In the process of deeply implementing rural revitalization and digital countryside development, rural e-commerce has become an important approach to addressing issues related to agriculture, rural areas, and farmers. However, challenges such as unbalanced development, limited service capacity, and low information integration have gradually emerged. Meanwhile, county-level convergence media centers, rooted in local communities, can leverage their geographical advantages to precisely align with the needs of agriculture, the expectations of rural areas, and the aspirations of farmers, thereby maximizing the utility of media resources. Based on the current role of county-level convergence media centers in promoting rural e-commerce development, this study traces three primary driving forces behind their involvement: policy incentives, market demand, and stakeholder expectations. It also identifies several bottlenecks they face, including conflicts in operational mechanisms, governance contradictions hindering development, low content production capacity, an underdeveloped talent pool, difficulties in breaking through market competition, and insufficient operational experience. To enhance the effectiveness of county-level convergence media centers in supporting rural e-commerce, it is essential to optimize operational mechanisms, establish a collaborative governance model, implement talent revitalization and content verticalization strategies, and build private traffic pools alongside trust-based communities.