互联网+背景下农村电商发展困境及对策分析——以沭阳县为例
An Analysis of the Development Difficulties and Countermeasures of Rural E-Commerce under the Background of Internet+—A Case Study of Shuyang County

本文以沭阳县为研究对象，探讨互联网+背景下农村电商发展的现实困境与突破路径。研究发现，该县面临电商人才结构性短缺、农产品同质化竞争激烈、市场监管机制不健全、物流基础设施薄弱等突出问题。研究提出系统化解决方案：通过构建“阶梯式培训 + 政企校联动”的人才培育体系，缓解专业运营人才匮乏；实施“地理标志认证 + 产业链延伸”策略，依托花木产业优势开发永生花工艺品等差异化产品；创建“智能监测 + 信用画像”监管平台，运用区块链溯源和AI语义分析技术规范市场秩序；完善“县域云仓 + 5G直播基地”基础设施，搭建产销大数据平台提升供应链效率。同时强调区域品牌矩阵打造与文化赋能，通过“沭阳有礼”公共品牌建设与二十四节气主题营销，增强产品附加值，以期有效推动当地形成电商产业生态圈，为同类型地区实现“数商兴农”提供可复制的经验参考。
This paper takes Shuyang County as the research object to discuss the realistic dilemma and breakthrough path of rural e-commerce development under the background of Internet+. The study found that the county faces prominent problems such as a structural shortage of e-commerce talent, fierce competition in the homogenization of agricultural products, imperfect market supervision mechanism and weak logistics infrastructure. The study proposes a systematic solution: by establishing a talent cultivation system combining “step-by-step training and collaborative efforts among government, enterprises, and educational institutions”, it aims to alleviate the shortage of professional operational talents. It also implements a strategy of “geographical indication certification and industrial chain extension”, leveraging the local horticultural industry’s advantages to develop differentiated products such as preserved flower handicrafts. Additionally, it creates a regulatory platform integrating “intelligent monitoring and credit profiling”, utilizing blockchain traceability and AI semantic analysis technologies to standardize market order. The study further calls for the improvement of “county-level cloud warehouses and 5G live-streaming bases” infrastructure, as well as the establishment of a big data platform for production and sales to enhance supply chain efficiency. It also emphasizes the creation of a regional brand matrix and cultural empowerment, through the construction of a public brand “Shuyang Gifts” and marketing activities themed around the 24 solar terms, to increase product added value. The ultimate goal is to effectively promote the formation of an e-commerce industry ecosystem in the local area and provide a replicable experience for similar regions to achieve “digital commerce revitalizing agriculture”.