农村电商与传统零售业态的融合发展研究
Research on the Integration and Development of Rural E-Commerce and Traditional Retail Formats

本研究以乡村振兴战略为背景，探讨农村电商与传统零售业态的融合发展路径。通过文献分析和案例研究，聚焦“电商服务站”模式，深入分析其运营机制、核心特点及发展效果。研究发现，电商服务站通过数字化改造和服务升级，有效整合线上线下资源，促进了农村电商与传统零售的深度融合。该模式在提升农村消费水平、改善农村生活质量、带动村民就业创业等方面成效显著，但也面临基础设施、人才短缺等挑战。最后，本文提出完善基础设施、培养专业人才、打造特色品牌等建议，以推动农村电商与传统零售业态的可持续发展。
This study takes the rural revitalization strategy as the background to explore the integrated development path of rural e-commerce and traditional retail formats. Through literature analysis and case studies, this paper focuses on the mode of “e-commerce service station” and deeply analyzes its operating mechanism, core characteristics and development effects. The study found that e-commerce service stations effectively integrate online and offline resources through digital transformation and service upgrading, and promote the deep integration of rural e-commerce and traditional retail. This model has achieved remarkable results in improving the rural consumption level, improving the quality of rural life, and promoting the employment and entrepreneurship of villagers, but it also faces challenges, such as infrastructure and talent shortage. Finally, this paper puts forward suggestions on improving infrastructure, training professionals, and building characteristic brands to promote the sustainable development of rural e-commerce and traditional retail formats.