数商兴农背景下农村电商发展困境与优化路径研究
Research on the Development Dilemma and Optimization Path of Rural E-Commerce under the Background of Digital Commerce Promoting Agriculture

作为有效推动农产品上行、促进乡村发展的新引擎，农村电商对于数字乡村建设不可或缺。在“数商兴农”的大背景下，大力发展农村电商对于增加农村就业岗位、拓展农产品销售场域、重塑乡村经济生态都具有极其重要的意义。但随着外部环境的不断变化，农村电商发展也逐渐面临专业人才缺口加大、物流配送服务体系建设相对落后、售前售后服务质量有待提升等种种困境。对此，本文以数字技术为切入点，提出“加强本地人才培养，完善人才引进机制”、“扩大物流网络覆盖面，完善物流配送体系”、“构建专业服务团队，助力服务质量提升”等三条优化路径。以期突破农村电商发展的现实困境，助力其高质量发展。
As a new engine to effectively promote the upward movement of agricultural products and promote rural development, rural e-commerce is indispensable for the construction of digital countryside. Under the background of “digital commerce promoting agriculture”, vigorously developing rural e-commerce is of great significance for increasing rural employment, expanding agricultural product sales fields, and reshaping rural economic ecology. However, with the constant changes in the external environment, the development of rural e-commerce has gradually faced various difficulties, such as the increasing gap of professional talents, the relatively backward construction of logistics and distribution service system, and the quality of pre-sales and after-sales service to be improved. In this regard, the paper takes digital technology as the starting point, and puts forward three optimization paths, such as “strengthening local talent training, improving talent introduction mechanism”, “expanding the coverage of logistics network, improving the logistics distribution system”, and “building a professional service team to help improve service quality”, in order to break through the realistic dilemma of rural e-commerce development and help its high-quality development.