乡村振兴背景下农村电商发展机遇、困境及对策分析

Analysis of Opportunities,Dilemmas and Countermeasures of Rural E-commerce Development in the Context of Rural Revitalization

农村电商在推进乡村振兴和数字经济产业转型发展过程中,既面临农村电商产业基础日益牢固、农村电商发展的政策扶持与项目实施等机遇,又面临农村电商市场监管服务体系不完善、农村电商发展人力资本与品牌资本积累不足、农村电商物流服务产业发展滞后等挑战。为此,针对农村电商发展现状和全面实施乡村振兴战略的需要,本文提出精准施策、强化服务,健全农村电商综合治理体系;创新电商人才培养制度,加强农村电商人才队伍体系;加大涉农产品认知度推广,打造升级农产品品牌;完善基础设施建设,打通物流体系“最后一公里”等破解困境的对策,以供参考。

In the process of promoting rural revitalization and the transformation and development of digital economy industry,rural e-commerce is faced with opportunities such as the increasingly solid foundation of e-commerce industry,policy support and project implementation for e-commerce development,as well as challenges such as imperfect supervision and service system of rural e-commerce market,insufficient accumulation of human and brand capital,and lagging development of logistics service industry.To this end,in view of the current situation of rural e-commerce development and the demand to comprehensively implement the rural revitalization strategy,this paper proposes to accurately implement policies,strengthen services,and improve the comprehensive governance system of rural e-commerce;innovate the e-commerce talent training system and strengthen the rural e-commerce talent team system;increase awareness promotion of agricultural products,create and upgrade agricultural product brands;improve infrastructure construction,open up the logistics system"the last mile"and other countermeasures to solve the difficulties for reference.