新零售背景下农村电商模式的优化路径研究

Research on the Optimization Path of Rural E-commerce Models in the Context of New Retail

党的二十大报告指出,“坚持农业农村优先发展,坚持城乡融合发展,畅通城乡要素流动。”近年来,我国农村电商发展如火如荼。一根网线连通城乡,让分散的小农户对接大市场,打通农产品销售及进城通道,也繁荣于产销无缝对接的新电商,实现农产品“前端”与消费者“末端”的快速对接,流量变成“新农资”,直播成为新农事,为农村经济和产业发展持续注入活力。新零售是一种全新的销售模式,可以提升消费者的消费体验,更好地满足消费者的消费需求,但是在“新零售”背景下,农村电商模式的弊端日益显现。文章基于新零售环境提出了农村电商的发展现状,“新零售”农村电商模式及其存在的不足之处,并重点提出新零售背景下农村电商模式的优化路径,以期为农村电商的稳定发展提供理论依据。

In the report of the 20th National Congress of the Communist Party of China,it is emphasized that we should adhere to the priority development of agriculture and rural areas,the integration of urban and rural development,and smoothing the flow of urban and rural factors.In recent years,the development of rural e-commerce in China is in full swing.Internet connects urban and rural areas,making scattered small farmers access to large markets,opening up agricultural product sales and urban channels,fl ourishing new e-commerce dedicated to the seamless connection of production and marketing,and realizing the rapid connection between the agricultural products and the end of consumers.As the fl ow becomes“new agricultural materials”and live broadcast becomes new agricultural events,they continuously inject vitality into rural economic and industrial development.New retail is a new sales model,which can improve consumers’consumption experience and better meet consumers’consumption needs.However,in the context of‘new retail’,the rural e-commerce model shows disadvantages increasingly.Based on the new retail environment,this article presents the current development status of rural e-commerce,discusses the"new retail"rural e-commerce model and its existing shortcomings.The emphasis is placed on proposing optimization pathways for rural e-commerce models under the new retail backdrop,aiming to provide a theoretical foundation for the stable development of rural e-commerce.