乡村振兴背景下农村电子商务发展路径研究  

Research on the Development Path of Rural E-commerce under the Background of Rural Revitalization

作　　者：章丽[1] 汪芳琳[1] ZHANG Li;WANG Fang-lin(Chizhou Vocational and Technical College,Chizhou,Anhui 247000)

机构地区：[1]池州职业技术学院,安徽池州247000

出　　处：《集宁师范学院学报》2022年第3期116-118,F0003,共4页Journal of Jining Normal University

基　　金：院级重点科研项目“‘互联网+精准扶贫’背景下农产品电商上行策略研究”(2020yjrwzd03);院级重点科研项目“基于供应链金融模式下的中小企业运营管理风险评价体系研究”(2020yjrwzd06);省级教学研究项目“电子商务教学团队”(2020jxtd178)

摘　　要：新世纪以来,我国农村经济虽然发展快速,但因基础薄弱,整体发展水平仍有很大可挖掘空间。为了更好的发展农村经济,十九大报告提出实施乡村振兴战略。随着“互联网+”快速发展,在结合农村经济的现状探索多元化乡村振兴路径中,电商在农村经济发展中逐渐被关注,农村电商可对农业与互联网产业进行深度融合,助力农产品上行之路的创新、农产品供求矛盾的缓解。随之而来,电子商务应用于乡村振兴的模式逐渐形成并得到广泛推广。但农村电商乡村振兴过程中仍面临一些问题,因此研究乡村振兴背景下农村电商存在的问题及应对的发展路径尤为重要。该文通过文案间接调查、直接调查和模拟市场等方法,在专家学者对农村电商创新应用模式、影响因素与改善路径、发展前景等方面的研究基础上,阐述农村经济及农村电商的特点及情况。分别从农产品进城欠缺统一标准化、欠缺品牌知名度、产业发展规模化低、农村电商发展欠缺必要的人才、农户资金实力有限、农村电商物流和信息基础设施薄弱等角度分析在农村中电商发展存在的问题,最后针对性给出农村电商可持续发展的路径。Since the new century, although China’s rural economy has developed rapidly, there is still much room for the overall development due to its weak foundation. In order to better develop the rural economy, the report of the 19th National Congress of the Communist Party of China put forward the strategy of rural revitalization. With the rapid development of "Internet plus", in the process of exploring diversified rural revitalization paths in combination with the current situation of rural economy, e-commerce has gradually attracted attention in the development of rural economy. Rural e-commerce can deeply integrate agriculture and Internet industry, and help to innovate the upward path of agricultural products and alleviate the contradiction between supply and demand of agricultural products. As a result, the mode of applying e-commerce to rural revitalization has gradually formed and been widely promoted. However, rural e-commerce still faces some problems in the process of rural revitalization, so it is particularly important to study the existing problems of rural e-commerce under the background of rural revitalization and the development path to deal with them. This paper expounded the characteristics and situation of rural economy and rural e-commerce on the basis of experts’ research on innovative application mode, influencing factors, improvement paths and development prospects of rural e-commerce through indirect investigation, direct investigation and market simulation. This paper analyzed the problems in the development of rural e-commerce from the perspectives of lack of unified standardization, lack of brand awareness, low scale of industrial development, lack of necessary talents in rural e-commerce development, limited financial strength of farmers, and weak logistics and information infrastructure of rural ecommerce, and finally put forward the path of sustainable development of rural e-commerce.

关 键 词：乡村振兴 电子商务 农村电子商务 

分 类 号：F320.2[经济管理—产业经济]