乡村振兴背景下农村电商的困境及优化策略研究
Study on the Dilemma and Optimization Strategy of Rural E-Commerce in the Context of Rural Revitalization

本文聚焦乡村振兴战略下农村电商的发展，分析其在乡村振兴中的关键作用，深入探讨面临的困境，如农户与市场对接困难、发展活力不足、产业融合不充分、综合服务体系滞后以及农产品品牌建设薄弱等问题。为突破这些困境，文章从创新销售模式、强化人才培养与引进、促进产业融合、完善服务体系以及推进品牌建设和标准化种植等方面提出针对性策略，旨在为农村电商的可持续发展提供思路，为实现乡村振兴目标提供参考。
This article focuses on the development of rural e-commerce under the strategy of rural revitalization, analyzes its key role in rural revitalization, and discusses in-depth the dilemmas it faces, such as the difficulties in docking between farmers and the market, the lack of vitality in development, the insufficient integration of industries, the lagging of the comprehensive service system, as well as the weakness of the brand building of agricultural products. In order to break through these dilemmas, the article puts forward targeted strategies from the aspects of innovative sales model, strengthening talent training and introduction, promoting industrial integration, perfecting the service system, and promoting brand building and standardized cultivation, aiming at providing ideas for the sustainable development of rural e-commerce and providing references for realizing the goal of rural revitalization.