乡村振兴背景下农村电商发展现状、问题及对策分析——以返乡务工人员创业为视角

Present Situation, Problems and Countermeasures of Rural E-Commerce Development under the Background of Countryside Prosper——from Perspective of Returning Migrant Workers

乡村振兴战略的提出使得农村电商的发展迎来了新的机遇。根据第三方机构的交易统计数据显示,"淘宝村"已经成为农村电商不可忽视的重要组成部分。以乡村振兴为研究背景,以返乡务工人员创业为视角,对菏泽曹县丁楼村和滨州博兴县湾头村的334位农民电商从业者进行深入调研,对"淘宝村"的发展现状、经营模式、存在问题等多个维度进行考察发现,"淘宝村"经营模式仍以家庭为主要单元,以销售具有当地特色的初级加工产品为主,年龄及教育背景对网店经营影响较大,存在资金不足、物流成本较高、对电商相关政策了解不够等问题,经营模式上亟待提质升级,需要发挥工会优势,加大返乡务工人员培训力度、建设农民工主力军、提供资金扶持等方面的政策保障。

Proposal of countryside prosper strategy provides new opportunities for rural e-commerce development. According to the transaction data from the third party,＂Taobao Village＂ has been playing signifcant role in rural e-commerce. From perspective of returning migrant workers＇ entrepreneurship, this paper takes the rural prosper as background to deeply investigate 334 e-commerce workers coming from Dinglou village, Cao county in Heze and those from Wantou village, Boxing county in Binzhou, finding lots of problems from inspecting the current development situation, management pattern of ＇＇Taobao Village＇＇. Its management model, virtually, majors in homes, and its primary products focus on primitively processed goods with local characteristics. Meanwhile, age and education background have great impact on the online stores, and they often encounter some common issues like defcient capital, high transportation costs and poor understand about e-commerce policies. Therefore, their operation model necessitates upgradation. To achieve this, trade unions need to play its advantage to strengthen training of returning migrant workers, construct the main force of migrant workers and provide fnance supports, and so on.