摘要
乡村振兴战略实施以来,农村电商依托互联网平台迅速发展,其通过将农产品与消费者之间建立直接联系,减少了流通环节,从而促进了农民增收。作为推进乡村振兴的重要力量,农村电商产业展现出广阔的发展前景。本文围绕乡村振兴背景下农村电子商务模式展开研究,采用系统的文献综述和案例分析方法,并从目前农村电商发展现状着手,发现当前农村电子商务模式存在诸多挑战,包括物流体系不完善,末端配送成本高、专业人才匮乏,运营能力薄弱、产品标准欠规范,品牌建设缺失和数字化应用有限,数据利用率低的问题。针对以上挑战,本文通过探讨典型电商模式,提出完善基础设施、强化人才培养、创新产业模式等解决措施,以期优化乡村振兴背景下农村电子商务模式,助力乡村振兴战略目标的实现。
Since the implementation of the rural revitalization strategy, rural e-commerce has developed rapidly relying on the Internet platform. By establishing a direct connection between agricultural products and consumers, it has reduced the circulation link, thus promoting the income of farmers. As an important force in promoting rural revitalization, the rural e-commerce industry has shown broad development prospects. This article focuses on the research of rural e-commerce models under the background of rural revitalization, using systematic literature review and case analysis methods. Starting from the current development status of rural e-commerce, it is found that there are many challenges in the current rural e-commerce model, including imperfect logistics system, high end of pipe distribution costs, lack of professional talents, weak operational capabilities, non-standard product standards, lack of brand building and limited digital applications, and low data utilization rate. In response to the above challenges, this article explores typical e-commerce models and proposes solutions such as improving infrastructure, strengthening talent cultivation, and innovating industrial models, in order to optimize rural e-commerce models under the background of rural revitalization and help achieve the strategic goals of rural revitalization.
出处
《电子商务评论》
2025年第8期1635-1642,共8页
E-Commerce Letters
