农村电商赋能乡村振兴的困境与出路——基于J村的实证调研  

The Predicament and Way out of Empowering Rural E-Commerce to Revitalize Rural Areas—Empirical Research Based on J Village

作　　者：张雨欣 

机构地区：[1]扬州大学马克思主义学院,江苏 扬州

出　　处：《电子商务评论》2024年第4期2224-2230,共7页E-Commerce Letters

摘　　要：随着乡村振兴战略的实施,促进农村电商的发展,加强乡村农产品的销售成为国家发展的重要方向。本文从农村电商赋能乡村振兴的意义出发,从产业融合、村民就业、缩小城乡收入差距出发,对农村电商赋能乡村振兴进行价值分析,体现发展农村电商的重要性。针对当前农村电商发展存在的电商人才匮乏、基础设施薄弱、农产品质量保障缺失与政策支持力度不足的问题,根据J村的实践调研,总结经验,本文从发展人才、完善设施、强化品牌建设等方面提出对策分析,切实促进农村电商赋能乡村振兴。With the implementation of the rural revitalization strategy, promoting the development of rural e-commerce and strengthening the sales of rural agricultural products have become an important direction of national development. Starting from the significance of rural e-commerce enabling rural revitalization, this paper analyzes the value of rural e-commerce enabling rural revitalization from the perspectives of industrial integration, villager employment, and narrowing the urban-rural income gap, reflecting the importance of developing rural e-commerce. In view of the problems existing in the current development of rural e-commerce, such as lack of e-commerce talent, weak infrastructure, lack of agricultural product quality assurance and insufficient policy support, based on the practical research and experience of J village, this paper proposes countermeasures and analyses from the aspects of developing talents, improving facilities and strengthening brand building, so as to effectively promote rural e-commerce to empower rural revitalization.

关 键 词：农村电商 乡村振兴 

分 类 号：F42[经济管理—产业经济]