乡村振兴视域下电子商务助力农业高质量发展的困境与路径研究
Research on the Dilemmas and Pathways of E-Commerce Facilitating High-Quality Agricultural Development from the Perspective of Rural Revitalization

乡村振兴战略是新时代“三农”工作的总抓手，农业是“三农”问题的核心和基础。然而，随着数字技术普及和消费升级，农业电商市场规模在持续扩大的同时，面临着基础设施薄弱、品牌化程度低等挑战。电子商务作为新兴业态，在推动农村产业融合、促进农民增收致富、缩小城乡数字鸿沟等方面发挥着不可替代的作用。研究电商助农模式，对实现小农户对接大市场、促进农业数字化转型、推动乡村产业振兴具有重要实践价值，电子商务与农业的深度融合，顺应了时代发展趋势，是实现农业现代化的必然选择。本文探讨了电子商务助力农业高质量发展的意义，分析了目前农业电商的现状、新时代背景下农业电商的机遇，剖析了当前存在的困境，并提出了相应可行路径。
The rural revitalization strategy is the overarching approach to addressing agriculture, rural areas, and farmers in the new era, with agriculture at its core. However, amid digital technology adoption and consumption upgrades, the agricultural e-commerce market faces challenges such as weak infrastructure and low brand recognition. As an emerging sector, e-commerce plays an indispensable role in integrating rural industries, increasing farmers’ income, and bridging the urban-rural digital divide. Studying e-commerce’s role in supporting agriculture holds practical value for connecting small farmers to broader markets, advancing agricultural digitalization, and promoting rural industrial revitalization. The deep integration of e-commerce and agriculture aligns with modern trends and is essential for agricultural modernization. This paper explores e-commerce’s significance in advancing high-quality agricultural development, analyzes current conditions and opportunities, identifies challenges, and proposes feasible solutions.