数字经济背景下农村电商风险防范的路径探究

Research on the Path of Rural E-commerce Risk Prevention under the Background of Digital Economy

农村电商作为“互联网+农业”发展战略的重要成果,对“数商兴农”的推进具有重大意义。农村电商的迅速发展,极大拓宽了当地农产品的销售渠道,为农村经济发展指明了方向。然而,由于缺乏相关经验、技术水平受限等因素,农村电商发展同样面临着产品质量隐患、侵犯知识产权、线上交易危险、消费维权难等风险困境。针对数字乡村视域下我国农村电商面临的各类风险挑战,需要健全质量监管体系、加强电商宣传力度、发挥政府引导作用、完善农村信用体系,以推动我国农村电商健康发展。

As an important achievement of the"Internet+agriculture"development strategy,rural e-commerce is of great signifi cance to the promotion of"promoting agriculture through digital commerce".The rapid development of rural e-commerce has greatly broadened the sales channels of local agricultural products and pointed out the direction for rural economic development.However,due to the lack of relevant experience,limited technical level and other reasons,the development of rural e-commerce is also faced with the risk dilemma of hidden dangers of product quality,infringement of intellectual property rights,danger of online transaction and diffi culty in consumer rights protection.In view of the various risks and challenges faced by China’s rural e-commerce from the perspective of digital village,it is necessary to establish and improve the quality supervision system,strive to improve the brand awareness of merchants,give full play to the guiding role of the government,and gradually establish a rural credit system,so as to achieve the goal of promoting the healthy development of China’s rural e-commerce.